adidas has been selling sports apparel for 90 years and has been the official sponsor of the World Cup since 1970. It has more than 38,000 employees throughout the world. Currently, one of its most outstanding products is the F-50 soccer shoe. It’s the world’s lightest, weighing 165g, and is worn by the most important players in the World Cup. A special version was made exclusively for the Argentinian player Lionel Messi, who was selected as the FIFA World Player of the Year in 2009.1 The brand also sponsored 12 of the 32 teams that qualified for the 2010 tournament.
The main goal of the campaign was to to solidify Brazilian consumer perception of adidas as the leading sports brand in Brazil as the leading sports brand in the largest sports event, launching the new F-50 soccer shoes with its cast of stars: its sponsored players.
“adidas, as FIFA’s official partner and sponsor, needed striking formats that would generate coverage, frequency, and connection to the target audience. We achieved our goal through several innovative formats from Microsoft Advertising and a brilliant creative.” –Daniel Edo, adidas’ media specialist
Adult men, sports players class AB.
Country: Brazil Products and formats used on MSN: Glider: Impact and coverage to generate awareness of the adidas concept in the World Cup 2010. Super/half/showcase/skyscraper: Targeting sports behavior to generate coverage and frequency within the target audience. Tab: To broadcast ad campaign videos and adidas sweepstakes and products.
The strategy was to lead with a Glider format ad on MSN on the first day of the World Cup, June 11, showcasing adidas as an official World Cup sponsor. This effectively positioned the brand with the Brazilian audience and enabled us to demonstrate the scope of adidas’ involvement in the event, as well as to launch the global concept “All Teams Need a Challenge” (Todo Time Precisa do...