3. Why did Adidas choose to centre the campaign based on Elliott?
Ans:
After R2L and Match Center, Adidas had found a way to impart information and to demonstrate products, with brand concept. However, Adidas hasn’t been able to engage youth in a meaningful way, particularly the 12~24-year-olds. It planned to incorporate “cooler” elements, such as photos and video. The target audiences of Adidas are the group of people who are most possible to be influenced by the “reference group” and they also concern their images between the “peer group”. So, Adidas was only interested in the 12~24-year-olds, which is an age Adidas can make a favorable impression. Adidas was less interested in older customers because they already have brand loyalty and thus they are not easy to be influenced.
By 2003, the hip-pop cultural phenomenon had reached 45 million Americans, who spent more than $10 billion on hip-pop music and related merchandise. Based on estimation, 80% were Caucasian between ages of 13-34.
ME campaign’s objective is mainly to attract the young Americans and provide a long-term connection between the Adidas brand and ME fans. As there are many sub-culture exist in US, ME is one of the most popular representative female artist in Hip-Hop field and this matches the age-layer (12~24) of Adidas’ target audience.
As the limited market support, Adidas decided to promote the line in 3 ways: mobile, online and a face-to-face event at the music awards in Miami, Florida.
The objectives of the mobile campaign were to:
1) Show the product line,
2) Create consumer demand,
3) Drive traffic to retail outlets,
4) Help consumers locate the products,
5) Grow the existing database of Missy fans and capture SMS data,
6) Alter fans to product line activity,
7) Enable users to download exclusive Respect M.E. mobile content onto their handsets for viral promotion.
Finally, Missy Elliot created an exclusive track for Adidas, which was advertised on various blogging sites.
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