adidas performance RUNNING BRIEF 06/12/12
assignment 2
YEAR 2013 IS GOING TO BE A YEAR OF RUNNING FOR ADIDAS. THE CATEGORY AMBITION IS TO BECOME #1 RUNNING BRAND.
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marketing objectives
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Reinforce Adidas brand image as the running brand targeting all types of runners, but engaging primarily with amateur runners:
beginners
Build credibility for Adidas brand in the running segment while preserving brand DNA. Drive traffic to retail stores/electronic stores; boost conversion.
occasional
reg. runners
serious
activation strategy RUNNING COMMUNITY BUILDING (BOTH OFFLINE & ONLINE)
Offline part – Run Base at Luzhniki
Online part – Web-portal for runners
IPHONE/ANDROID “RUN YOUR CITY” APPLICATIONS CREATE MECHANICS TO DRIVE TRAFFIC TO RETAIL AND INCREASE SALES BY ENGAGING FUN ACTIVATION TO MAKE BUZZ AROUND RUNNING AND CREATE ADDITIONAL MOTIVATION TO RUN, E.G.
target audience TA CORE: aged 16-30 with average + income. The majority of runners are beginners or potential runners, most look for motivation, additional benefits for their running routine – primary need to engage them.
CONSUMER SEGMENTATION:
PURE PERFORMER 30+ Hardcore serious runner, pays great attention to technology and quality
YOUNG URBAN RUNNER (YUR) 20-29
NEXT GENERATION ATHLETE (NGA) 14-19
Running is a form of keeping fit, one of many activities in life
Running is fun, running shoes often bought for everyday wear
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Comparing the two NIKE Challenge yourself Everything you do counts All about sport Sport is way of life Work for the result
ADIDAS The city challenges you for discoveries Living it up Its all about the dynamics Running is the temper Enjoy the process
positioning differences NIKE Challenging yourself to be better, faster, stronger. You against yourself
ADIDAS The city challenges you to explore, discover. Define you limits by overcoming your city and your opponents challenges
idea DON’T MAKE RUNNING A DULL INVARIABLE HABIT! MAKE EACH ONE BREATHTAKING! LOOK AROUND YOU! The urban location 360 around you is full of new routes!
Break the routINe.
Your city is a city of permanent Rush. The city of challenge. It challenges you to be faster and faster and faster… Your city is a sports ground with a whole new experience! Your city is a playground! Try to complete all of the levels! Break the routINe. Hit the grounds! Discover the city – Run the City!
kv
link to the wellknown movie «Город Бога»
wording alternative names
HIT THE GROUNDS
Your city is a challenge. Your city is a sports ground. Your city is a playground. Discover your city! Hit the grounds.
BREAK THE ROUTINE / ROUTE 360°
Don’t make running a dull invariable habit! Make each one breathtaking! Look around you! The urban location around you is full of new routes! New running routes are 360 around you. Every route is a whole new 360 experience! Unlock all of them!
Social nets
communication channels TV\ Radio
Web site Partners
Mobile App Digital off-line
Promo
Shopping Malls
the IT places & media channels � PURE PERFORMER
30+ Hardcore serious runner, pays great attention to technology and quality
Fitnessclubs Businesscentres
Cafes
Magazines
Radio
«Две Палочки» «Prime Star» «Кофемания»
«Большой «Шоколад» Город» «Эхо Москвы» «Esquire» «Дождь» «Men’s Health»
Events «Пикник Афиши» «Усадьба Джаз»
YOUNG URBAN RUNNER (YUR). 20-29 Running is a form of
Parks Fitnessclubs Universities Hostels
Cafes
Magazines
Radio
Events
«Две Палочки» «Prime Star» «Subway» «Тануки»
«Большой Город» «GQ» «Esquire» «Афиша» «Men’s Health»
«Шоколад» «Montecarlo» «Energy» «Дождь»
«Faces&Laces» «Пикник Афиши»
NEXT GENERATION ATHLETE (NGA). 14-19 Run-
Parks
Cafes
Magazines
Events
Fitnessclubs
«Subway»
«Yes» «Хулиган»
Social networks (Publics)
keeping fit, one of many activities in life
ning is fun, running shoes often bought for everyday wear
Schools
«Урбания»
social nets WE ACTIVATE ALL KNOWN SOCIAL Our task is to involve as many people as possible RESOURCES and make this annual event a word of mouth.
Every day all users can check the results of others, check how many kilometres in total has been reached, Invite friend, subscribe to races, participate in quest and win discounts for ADIDAS brand.
When one’s passing the route’s checkpoint, this information is being automatically posted into his feed.
brand ambassadors celebrities bloggers Аскар Рамазанов
the author and Creator of the theoryandpractice.ru
Active blogging will be executed by users & celebrity experts, guest and ambassadors. matters of running in the way Adidas sees it will be developed by these people making the community a PR project in a way.
Дмитрий Оскес curator and coorganizer of «Faces & Laces»
Макс Лакмус the author of the musical crowd funding project Planeta.ru
Вера Полозкова, poet
Петр Буслов director &actor
Агния Кузнецова. actress
Шумский Александр. author and Creator of the www.probok.net
mobile application «RUN THE CITY» APPLICATION IS A RUNNERS’ MIX OF FOURSQUARE & PINTEREST, ALLOWING: Find new routes to run through
Cheсk-in on routes to pass them and get bonuses
Find likeminded people to run on preset and self-created routes
Join or create special minievents associated with running and exploring the city: quests, single race and competition
Publish content about interesting places in the city
Instagramstyle city photos, photos from races, mini events
Participate in Check milespecial hidden age odomraces: who will eter general be the first in a score certain place in the city and get check in there - gets a prize, bonuses etc.
checkpoints functionality The fact of passage, distance and speed. THEY DIVIDE *At the moment one passes the checkpoint, this information is THE ROUTE INTO FEW STAGES, AND REGISTER being automatically uploaded to the Web-portal and Mobile App, updating the user’s personal progress statistics USER’S COMPLETING EACH OF IT
SOME OF THEM PROVIDE HIDDEN BONUSES, SUCH AS ADDITIONAL RACES ENLARGING ENGAGEMENT OR PRIZES, DRIVING TRAFFIC TO THE STORES
checkpoints placement RFID / QR
adidas check-in’s� mechanics Participants of Adidas community will get lots of bonuses, prizes and discounts just following some activities
Check-in at 3 Adidas stores in a month (via mobile application)
Check-in 12 times in a month in a partner fitness-club Find clues and collect the full Adidas sport look with applications (augmented reality) in Adidas stores (via IPAD \ iphone and special application of Adidas) Run to the closest store within 5 minutes from a certain promo stand and check in there using RFID. (“Burning discount« activation)
icoaching&training FILL IN THE APPLICATION
When route is done mark your result with rfid in special terminal
come to start,
check in
get a personal
before the
rfid-bracelet
start
Participants do not need to run all at once. One can come to the start at any time on the appointed day and run a route.
«race against the machine» activation The special checkpoint– is a mobile one – the branded van. It is constantly running through the city and it’s rout is being displayed on the web-portal and Mobile App. Runners have to catch it in the city and check-in via RFID. They get higher score for the check in , inside the van is a bonus drink (Powerade ) & special weekend activations are organised with van.
«race against the machines»� WEEKEND ACTIVATION RACE People get used to thinking that a car is a fast & cool way of getting to your destination. But it’s not so anymore! Time to wake up! Forget sitting in a traffic! Move! Be really fast! Run this city!
weekend race� mechanics WHEN : ON WEEKENDS WHO: ADIDAS MOBILE TEAM Mechanics: Get an app Receive an sms offering to take the part in the race Find out the route of the van in the community and prepare your own to win the race Come to the ident. Location Register and receive the GO PRO CAM (To avoid the trickery) Get a branded T-shirt with a QR-code linked to the Web-portal and Mobile App and runs through the city in it (viral medium) Start the race against the van Win prizes* The Runner’s goal is to get to the finish the first, in order to do so he has to explore the most effective way through the city. All winners are awarded.