Adidas' IoT-Driven Sports Marketing Strategy
Technology Category
- Sensors - Camera / Video Systems
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. Headquartered in Herzogenaurach, Germany, Adidas is the largest sportswear manufacturer in Europe and the second-largest in the world. With a strong focus on football, Adidas sponsors numerous football teams and players around the world. The company is known for its innovative marketing strategies that often leverage major sports events to promote its brand and products.
The Challenge
Adidas, a global leader in the sports industry, was looking for a unique and impactful way to leverage the FIFA World Cup event to promote their brand and extend their 'Creativity is the answer' proposition. The challenge was to create a marketing strategy that would not only capture the attention of millions of football fans worldwide but also inspire and bring people together. The timing was crucial as the campaign was to be launched a day before France, a team sponsored by Adidas, secured its place in the final of the FIFA World Cup. The campaign needed to be poignant, relevant, and powerful enough to own the internet on the day of publishing.
The Solution
Adidas decided to leverage the power of digital platforms and social media to launch a video starring Zidane, a French footballing icon. The video, which was a rousing cry to midfielders, was designed to inspire others and show that creativity can take one from humble beginnings to the world stage. Each film in the World Cup series was tagged 'Here To Create', reinforcing Adidas' proposition that 'Creativity is the answer'. The video was released the day before France secured its place in the final of the FIFA World Cup, making it even more poignant and relevant as the world watched the nation being crowned champions a few days later. The strategy was a blend of timely content, celebrity endorsement, and the power of digital platforms.
Operational Impact
Quantitative Benefit
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