Visual Communication Volume 1
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Course of Visual Communication Academic year 2015/2016 Undergraduates: Maria Anna Della Ciana Maria Ludovica Frongillo Client: Adidas Supervisors: Marco Innocenti Luca Parenti
INDEX 4
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BRIEF
COMPETITOR ANALYSIS
BRAND ANALYSIS
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8-19
20-29 5
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TARGET ANALYSIS
SOURCES
30-35
38-39
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1 BRIEF
VISUAL COMMUNICATION Adidas aims at opening a new concept store in town. The store will be an essential part of a communication ensemble which aims at rising the perceived value of the sports as a lifestyle system instead of a professional agonistic one. The primary objective is that of bringing the customers into said store and engage them into a NEW experience. Said experience must : • be collaborative • be holistic • be immersive and integrated • take care of local aspects without losing the global brand strengths • involve the extended world of arts-and-crafts • involve the texture of the town • give the opportunity to «try&buy» • convey the concepts of redeveloping and repurposing while being careful with the environment How? • By making shopping a more personal experience. Retail becomes an omni-channel mix of cross-platform experiences • By using modern geo-localization and shopping/information personalizations • By creating or confirming the presence of a community • By being fast, short-lived and flexible as a pop-up movable retail. The requests are as follows: • 360 degrees communication to promote the store concepts • teaser campaign • overall campaign • promotion in town
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2 COMPETITOR ANALYSIS
Best Adidas competitor! In order to create a strong concept on which to base our project, we have started analysing the most significant store structures and advertising campaigns of Nike. This research phase has been the basis to understand the points from which Adidas diiferentiates and to make a strong campaign. A campaign that could make the difference.
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Adidas has one big competitor,
Nike.
CAMPAIGNS Nike communication strategy is based on pushing people doing strong sport sessions to improve their performances and to reach ambitious goals.
12 Its campaigns, indeed, are characterized by a strong copy and impressive dynamic images. They definitely represent the world of agonistic sport people, who want to achieve their purposes, improve their abilities and overcome their limits.
y m d n fi d I shoul
s s e n t a e gr
ADVERTISING CAMPAIGN
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This one best represents Nike’s mood. With an image and a phrase, Nike tells us an entire story. A perfect example of what storytelling should be in adv.
H
t i o d l l i ew
VIDEO
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THE GIRL EFFECT
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“The Girl Effect” is a brand awareness initiative with a mission: change the world for girls, so that girls can change the world. Nike gives importance to the role of women into society and for that reason has started a movement to change the women situation in poor countries as Kenya and Africa. The project was launched with “The Clock is Ticking” a film that challenged people to think differently about the role girls play in developing countries. Now, with the collaboration of NoVo Foundation, United Nations Foundation and multiple partners, Girl Effect has become a new organisation focused on driving measurable change in girls’ lives.
girl power
SOCIAL INITIATIVE
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WE OWN THE NIGHT
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“We own the night” is an event for female runners. The goal is to organize an unique experience: a night of celebration of sport, style, design and culture with live music, DJs, light shows and after parties. The events are organized throughout the streets of Europe’s capitals, and every 10 miles an unique experience will be served that speaks to the respective city’s attitude and energy. WOTN participants took part in six-week personalized training programs combining physical and digital experiences leading up to the races. To motivate each girl’s training journey, Nike treated them to boutique shopping celebrations with expert fitness and style consultants, and inspirational rewards, such as a VIP private concert with platinum award-winning singer Jessie J.
s e ti i c r e th o n i t o why n ! ? s e l p a N r o e like FLorenc
SOCIAL INITIATIVE
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3 BRAND ANALYSIS
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We analyzed all Adidas campaigns to define what makes this brand unique and different from the competitors and to find out what could be improved
The second big competitor is
Adidas itself.
ADIDAS CAMPAIGN
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Adidas always gave so much importance to the ADV copy part. With few words the brand wants to give a strong message: impossible is nothing. The brand defines emotions which link the sport itself and the athlete: passion, fear, ambition, energy. The visual part gives adrenaline and brings you in the middle of the competition, showing all the feelings that characterize that moment.
everyone ca n do everyth if they wa ing nt!
ADVERTISING CAMPAIGN
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ADVERTISING CAMPAIGN
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ADVERTISING CAMPAIGN
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STORE OPENING The campaign for the opening of the new Adidas Hamburg Store is based on the use of the three stripes.
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They are an element of recognizability because just seeing them everyone knows of which brand we are talking about.
d l r o w e h t e l u r l l wi
ADVERTISING CAMPAIGN
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4 TARGET
liKe me The main target audience for Adidas is made of 13-25 year old consumers who are involved in any given discipline or sport. Mostly male based, and mainly working-middle class families or individuals. Along with this audience, there is also the smaller audience of those who aren’t into sports. They shop at Adidas for the big logo and the look of the shoes for a fashion statement. They are between 16-25 years old, working-middle class both males and females.
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Thanks to our research we have studied who really purchases Adidas products.
we are original and dynamic We have found out that the target is more wide and complex, so we have segmented it, giving a soul and a face to every single part to realize how and to whom to direct the communication.
MARKETING PERSONAS
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Luca Fidelity: He is 20-22 years old, keen on sport since he was a child. In his free time he likes doing jogging or going to the gym. He follows a healthy style of life and is reflected in all of the Adidas values.
t o h o s he’s
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Elena
Lorenzo
Fidelity:
Fidelity:
She is a 20 years old student. She likes having fun and hanging around with her friends. She likes to be always prepared and informed about the last fashion trends.
He is a 19 years old, keen on football. He loves having fun and being cool without sacrificing comfort. He follows a healthy way of life, but he doesn’t deny some vices sometimes.
Matteo Fidelity: He is a 16 years old boy keen on rap. He hates staying at home and dedicates most of his time in practicing hip hop. He follows fashion more for being like music idols than for his personal style.
How to differentiate
Adidas?
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5 SOURCES
SITOGRAPHY COMPETITOR ANALYSIS www.nike.com/it/it_it/ www.youtube.com/watch?v=2JnYcuRW_qo www.girleffect.org news.nike.com/we-own-the-night BRAND ANALYSIS www.adidas.it www.youtube.com/watch?v=DkiI59viWIc www.adidas-group.com/en/media/news-archive/ press-releases/2004/impossible-nothingadidas-launches-new-global-brand-advertising-/ ifworlddesignguide.com/entry/32736-3-stripesare-coming TARGET www.slideshare.net/tomjohnson15/adidas-brandcase-study ADIDAS POSITIONING www.statista.com/topics/1257/adidas/ www.highsnobiety.com/2015/11/09/nikeadidas-market-shares/
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Competitor analysis edited by: Maria Anna Della Ciana
Brand analysis edited by: Maria Ludovica Frongillo
Target analysis edited by: Maria Anna Della Ciana Maria Ludovica Frongillo
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