Description
Companies that used an all round campaign to promote their products
IMC campaign which used unconventional promotional media
Introduction: Unconventional promotional media simply means breaking away from the clutter. It means using media which is not traditional. It involves out of the box thinking. Use of unconventional media means being different but getting noticed at the same time. Being different and not having people to notice it doesn’t serve the purpose.Alot of companies nowadays are using more and more unconventional media as the traditional media is becoming a passé and the only way to catch the attention of the masses is by being innovative. Due to increasing competition exploring different options is becoming a very crucial part of communicating with the customers. Its about how effectively can an organisation communicate with its audience and which communication makes an impact and has a recall. It can be also called as ambient advertising where advertising can be executed even on mediums like floors, cranes, historical sites, humans and even on animals. A few tools used for unconventional promotional media are auto rickshaws, bus stops, back of the bus tickets, back of the bus seats, screens in the buses all of which can be called Transit advertising. Using the print medium in a media plan is no big deal. But using it in a way that breaks the clutter for the brand and creates and edge over the other brands featured in the same media vehicle is a big deal. An example of this would be audio advertisements in the newspapers or causing disruption or having different cut-outs etc are considered as unconventional promotional media tools. A few Indian examples of Use of Unconventional Media are as follows: Star News: Star News used and unusual clock on Delhi Bus shelters to promote its show, 24 Ghante 24 Reporter, STAR News tied up with OOH (out of home) major JCDecaux, which conceptualised and executed a clock innovation on a bus shelter at Max Mueller Marg Bhawan, KG Marg in New Delhi. Bus shelters as a media format have come of age and brands have been quick to leverage and experiment with it.
Tata Indicom’s Photon Plus: The company is promoting its new broadband service by using traffic pedestals and other ambient outdoor formats. Traffic pedestals in select locations in Mumbai have been mounted with 3D backlit models of the USB plug-in device. Conventional outdoor media, such as high visibility hoardings across the city, have been coupled with unconventional media, such as the traffic pedestals, variable message signs (VMS), designer bus shelters and a cantilever. Other mass media collaterals including press ads and radio jingles have also been utilized.
Adidas- IMC Strategy
(Which used unconventional promotional media)
Introduction
Adidas is one brand that is very well known for its advertising and has created many marketing campaigns that have formed a unique and lasting impression. The Adidas Group has 3 brands Taylor Made, Reebok and Adidas. Adidas Inc is a marketer of sports apparel and athletic shows. The German manufacturer,through its marketing strategy which rests on a favourable brand image, has evolved into alarge multinational enterprise. The competitors of Adidas are Nike, Callaway Golf, Ping and under armour etc. Mission: Be the global leader in the sporting goods industry with sports brand built on a passion for sports and a sporting lifestyle.
IMC Campaign
The Integrated marketing communication of Adidas follows a Global Approach where there are a variety of products; the message is customised around the world. The message is communicated based on the popularity of the sports and the campaign ropes in regional celebrities. Public Relations: Adidas does unique events and contests and has extensive media relations tactics.It also has an online presence for all PR initiatives and also it does global service or charity. Adidas also came up with an Urban boys and a girls club where
50,000 pair of shoes were given to to underprivileged kids wanting to play basket ball. Adidas makes charitable contributions to nonprofit organizations involved with delinquency, child abuse, human services, disabled people, and economically disadvantaged people. Support is given on a national basis. Interactive Internet Marketing; Adidas has unique sites for every segment. They also have an extensive online store. Adidas also uses social media as a tool to engage with its customers. Adidas teamed up in 2010 with popular athletes to promote the world cup and increase brand awareness. Each athlete tweeted, posted updates to face book and upload videos to YouTube. Adidas made this a competition between the athletes to see who could make the most friends throughout the world cup. Adidas leveraged the reach of the athletes to diversify across sporty types and reach more fans, eventually increasing its customer base. Adidas also used social media to promote new “Star WarsInspired product line , by integrating Face book Connect and Google Maps to “attack “friends like in Star wars games and movies as a fun way to engage its audience. Adidas capitalised on the buzz of the world Cup and engaged customers on its level by using star wars to relate to the base to launch the new product line Other Mediums: Adidas also uses TV Commercials, Print, direct marketing, Sponsorships at events, In game advertising, covert advertising, Infomercials, Public transport advertisement and outdoor as important mediums to communicate their message. Adidas’s outdoor advertising executions are interactive and engage the audience. They are all very well targeted to the audience for that particular campaign youngster, runners, football enthusiasts etc. But where it differs is its ambient initiatives. A few campaigns are analysed below.
In the year 2006 in Pilestrade Copenhagen during the fashion week they wanted to entice customers to go to their new store for that they filled a fountain in a nearby area with with small blue rubber ducks. People who picked up the ducks will read on their side: “I’ve swum too far - help me get back home!” and on the bottom: “Reward for my return at Adidas Original store”. Customers that bring the the duck back to the store they received a free t-shirt.
Adidas Jose +10 Campaign: Impossible Team. To communicate the idea of team and
adidas’ brand attitude “Impossible is Nothing” in an inspirational way. “Impossible Team” is
an integrated global advertising campaign including global and local versions for TV, cinema, print, outdoor, point-of-sale, public relations and on-line which kicked off on April 4, 2006 followed by a global roll-out leading to the FIFA World Cup. The campaign centres on the two 60-second films “Equipo” and “Partido”. Another extremely effective outdoor advertising was taken up in 2006 in Germany as the nation was was preparing to host for the FIFA World Cup. Huge arc like structures across roadsides were put up to inspire German Team ahead of the tournament In June, for the Euro Cup, the company placed a large cutout of a popular footballer in a giant Ferris wheel, with eight arms that seemed like he was holding and turning the Ferris wheel. In the evenings, this would light up to provide an extremely eye-catching endorsement.
In Switzerland, Adidas created a larger-than-life huddle of 12 football players, modeled in hot wax, which stood at a height of 70 metres at the main Zurich station. To anyone standing in the foyer of the station and looking up, it would seem like he or she was standing under the huddle; this created immense excitement amongst football fans and others too. In march,2011 , Adidas anthem Adidas today launched what its describing as its largest marketing campaign in History. It is packed with enough pro athletes, pop stars and adrenaline overload to finally put it on par with heavy-spending competitors Growth in Sales from 5.8 Billion Euros to 7.5 Billion Euros in 2009.One of the Most recognizable brands in the world . The facebook page of adidas has 2,495,566 likes
doc_750280720.docx
Companies that used an all round campaign to promote their products
IMC campaign which used unconventional promotional media
Introduction: Unconventional promotional media simply means breaking away from the clutter. It means using media which is not traditional. It involves out of the box thinking. Use of unconventional media means being different but getting noticed at the same time. Being different and not having people to notice it doesn’t serve the purpose.Alot of companies nowadays are using more and more unconventional media as the traditional media is becoming a passé and the only way to catch the attention of the masses is by being innovative. Due to increasing competition exploring different options is becoming a very crucial part of communicating with the customers. Its about how effectively can an organisation communicate with its audience and which communication makes an impact and has a recall. It can be also called as ambient advertising where advertising can be executed even on mediums like floors, cranes, historical sites, humans and even on animals. A few tools used for unconventional promotional media are auto rickshaws, bus stops, back of the bus tickets, back of the bus seats, screens in the buses all of which can be called Transit advertising. Using the print medium in a media plan is no big deal. But using it in a way that breaks the clutter for the brand and creates and edge over the other brands featured in the same media vehicle is a big deal. An example of this would be audio advertisements in the newspapers or causing disruption or having different cut-outs etc are considered as unconventional promotional media tools. A few Indian examples of Use of Unconventional Media are as follows: Star News: Star News used and unusual clock on Delhi Bus shelters to promote its show, 24 Ghante 24 Reporter, STAR News tied up with OOH (out of home) major JCDecaux, which conceptualised and executed a clock innovation on a bus shelter at Max Mueller Marg Bhawan, KG Marg in New Delhi. Bus shelters as a media format have come of age and brands have been quick to leverage and experiment with it.
Tata Indicom’s Photon Plus: The company is promoting its new broadband service by using traffic pedestals and other ambient outdoor formats. Traffic pedestals in select locations in Mumbai have been mounted with 3D backlit models of the USB plug-in device. Conventional outdoor media, such as high visibility hoardings across the city, have been coupled with unconventional media, such as the traffic pedestals, variable message signs (VMS), designer bus shelters and a cantilever. Other mass media collaterals including press ads and radio jingles have also been utilized.
Adidas- IMC Strategy
(Which used unconventional promotional media)
Introduction
Adidas is one brand that is very well known for its advertising and has created many marketing campaigns that have formed a unique and lasting impression. The Adidas Group has 3 brands Taylor Made, Reebok and Adidas. Adidas Inc is a marketer of sports apparel and athletic shows. The German manufacturer,through its marketing strategy which rests on a favourable brand image, has evolved into alarge multinational enterprise. The competitors of Adidas are Nike, Callaway Golf, Ping and under armour etc. Mission: Be the global leader in the sporting goods industry with sports brand built on a passion for sports and a sporting lifestyle.
IMC Campaign
The Integrated marketing communication of Adidas follows a Global Approach where there are a variety of products; the message is customised around the world. The message is communicated based on the popularity of the sports and the campaign ropes in regional celebrities. Public Relations: Adidas does unique events and contests and has extensive media relations tactics.It also has an online presence for all PR initiatives and also it does global service or charity. Adidas also came up with an Urban boys and a girls club where
50,000 pair of shoes were given to to underprivileged kids wanting to play basket ball. Adidas makes charitable contributions to nonprofit organizations involved with delinquency, child abuse, human services, disabled people, and economically disadvantaged people. Support is given on a national basis. Interactive Internet Marketing; Adidas has unique sites for every segment. They also have an extensive online store. Adidas also uses social media as a tool to engage with its customers. Adidas teamed up in 2010 with popular athletes to promote the world cup and increase brand awareness. Each athlete tweeted, posted updates to face book and upload videos to YouTube. Adidas made this a competition between the athletes to see who could make the most friends throughout the world cup. Adidas leveraged the reach of the athletes to diversify across sporty types and reach more fans, eventually increasing its customer base. Adidas also used social media to promote new “Star WarsInspired product line , by integrating Face book Connect and Google Maps to “attack “friends like in Star wars games and movies as a fun way to engage its audience. Adidas capitalised on the buzz of the world Cup and engaged customers on its level by using star wars to relate to the base to launch the new product line Other Mediums: Adidas also uses TV Commercials, Print, direct marketing, Sponsorships at events, In game advertising, covert advertising, Infomercials, Public transport advertisement and outdoor as important mediums to communicate their message. Adidas’s outdoor advertising executions are interactive and engage the audience. They are all very well targeted to the audience for that particular campaign youngster, runners, football enthusiasts etc. But where it differs is its ambient initiatives. A few campaigns are analysed below.
In the year 2006 in Pilestrade Copenhagen during the fashion week they wanted to entice customers to go to their new store for that they filled a fountain in a nearby area with with small blue rubber ducks. People who picked up the ducks will read on their side: “I’ve swum too far - help me get back home!” and on the bottom: “Reward for my return at Adidas Original store”. Customers that bring the the duck back to the store they received a free t-shirt.
Adidas Jose +10 Campaign: Impossible Team. To communicate the idea of team and
adidas’ brand attitude “Impossible is Nothing” in an inspirational way. “Impossible Team” is
an integrated global advertising campaign including global and local versions for TV, cinema, print, outdoor, point-of-sale, public relations and on-line which kicked off on April 4, 2006 followed by a global roll-out leading to the FIFA World Cup. The campaign centres on the two 60-second films “Equipo” and “Partido”. Another extremely effective outdoor advertising was taken up in 2006 in Germany as the nation was was preparing to host for the FIFA World Cup. Huge arc like structures across roadsides were put up to inspire German Team ahead of the tournament In June, for the Euro Cup, the company placed a large cutout of a popular footballer in a giant Ferris wheel, with eight arms that seemed like he was holding and turning the Ferris wheel. In the evenings, this would light up to provide an extremely eye-catching endorsement.
In Switzerland, Adidas created a larger-than-life huddle of 12 football players, modeled in hot wax, which stood at a height of 70 metres at the main Zurich station. To anyone standing in the foyer of the station and looking up, it would seem like he or she was standing under the huddle; this created immense excitement amongst football fans and others too. In march,2011 , Adidas anthem Adidas today launched what its describing as its largest marketing campaign in History. It is packed with enough pro athletes, pop stars and adrenaline overload to finally put it on par with heavy-spending competitors Growth in Sales from 5.8 Billion Euros to 7.5 Billion Euros in 2009.One of the Most recognizable brands in the world . The facebook page of adidas has 2,495,566 likes
doc_750280720.docx