adidas originals campaign proposal
Post on 08-Aug-2015
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ADIDAS ORIGINALS
Hero productsfor FW15
presentation
CURRENT SITUATION
Strengths- Legacy & heritage- Diversified portfolio- Strong financial position- Distribution network- Branding by creating touch points with
the community
CURRENT SITUATION
Weaknesses- Premium price range- Outsourced manufacturing- Limited product lineThreats- Competition- Supplier's dominance
CURRENT SITUATION
Opportunities- Changing lifestyle- Market development- Expansion in product line- Increasing demand of premium
products- Backward integration
COMPETITION●Although Adidas is a global brand, it is facing fierce competition from other brands, like Nike which is the No.1 brand, with Adidas being in the 2nd Position in this premium segment.
There are also other competitors, like: ●Converse - All Star●Vans●Regular competition from local
players, substitutes and market penetrators
TARGET AUDIENCEOur core target is men & women, who are 16-24 years old:●Fashion lovers●Trend followers &
setters●Supporters of street
culture●People, who love
sports, music, & values, such as being part of a crew
PERSONAS
People who enjoy hanging out with friends & discover what’s happening in town. Music & arts play a vital role in their lives. Travelers & social media users.They are creativity seekers & followers of street culture.
CREATIVE STRATEGY
GOAL- Re-invent originality
- Create new trends
- Inspire the youngsters through their communities
Promote people’s individuality
DEFINE ORIGINALITY
Lifestyle: Be yourself
Do your own thing: Creativity
Each action will be followed by hashtags #…
COMMUNICATION STRATEGY
3 pillars:
•Media (mainly digital)
•PR
•Sales & promotion
COMMUNICATION CHANNELS
Online Media
- Social Media- beoriginal.gr- Fashion blogs- Online version of Lifo & Athens Voice- Celebrities’ personal profiles & fan pages Traditional Media- Lifo- Athens Voice
SOCIAL MEDIACelebrity video with Stavento, Sinatsaki etc.,
talking about their definition of originality
Call to action Define originality
videoBe creative
Challenge your friends#beoriginal_challenge
Video
SOCIAL MEDIA
Fest promotion#Theoriginalfest
Submit to the event(potential inbound
marketing)
Things to gain:● Shoes● Be in-store poster● 10-15% discount up
to 100 participants
PUBLIC RELATIONSThe Original Fest. Including several activities:- Fashion show & Catwalk- Skateboarding- Graffiti & art design - Live gigs from various artists & dj’s - The Originals Exhibition
The venue of the Original Fest. will be specifically configured, splitted in several corners, promoting all of the Original Series in a unique way
SALES & PROMOTION
In-store promotion using pop material based on • The challenges• The Original Fest.• The best challengers’
posters
TIMETABLE
Start 07/09/2015 - End of February
1 day 2 weeks 4 weeks 6 weeks 8 weeks
The original Fest (5)
Trent Setters Video (1)
Event promo (4)
Paid social media (3)
Call to action video (2)
Event submission
(4)
Challenge (2)
In-store promo (6)
*(1,2,3,4,5,6) In time order
BUDGETINGOnline & Traditional Media Production & Promotion
5.000 €
The Original Fest.(Venue, Equipment, Printed material, Staff etc.)
30.000 €
In-store pop material (10 stores)
15.000 €
Total: 50.000 €
ADicts
Zoe GatsapostoliDionisis ZagkasPanagiota KavvathaGeorgia KoutsoukouSophia LamprouMarianna MichalitsianouChristos Tsirigotis
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