ADIDAS ADVERTISEMENT CAMPAIGN FOR THE FIFA WORLD CUP
I. Introduction
One of the biggest spectacles of last year was the FIFA World Cup 2006 held in Germany. This event took place from June to July of last year with thirty-two teams qualifying for the final tournament. With this behemoth of a sporting event, marketers have used it as a selling point of their products. This is not unusual for the basic reason that all the six populated continents anticipate the said event. This means billions of viewers and thus billions of possible buyers of their products would be watching the event. This study will take into consideration the circumstances surrounding the campaign of Adidas in Germany. Two of their ad campaigns are attached in this document, both are installed in strategic places in the host country, Germany.
II. Consumer Behaviour Used by Marketers
Similar to any other advertising campaign, Adidas have similarly used certain theories basic to influence consumer behaviour. The discussions below will specify the activities held by the company in their ad campaigns.
A. Classical Conditioning of the Ad Campaign
The Adidas ad campaign in Germany for the World Cup used the very basic tool to influence consumer behaviour. The ad campaign rode the popularity and celebrated standing of the World Cup Series. Since it is only held once every four years, it has been religiously followed by football fanatics since its inception in the 193nter, 2002, 134) Thus, there is actually an unconditioned stimulus from football fans to actually see the games, either live in the stadium, via live telecast, or live radio broadcasts. There is an established fan base that also equate to the viewers of the games. In the context of the ad campaign in Germany presented in the appendix of this study, the use of the sport and other cues referring to the sport helped greatly in promoting both the brand and the event itself.
The ad composed of a fresco painted in the ceiling of the Hauptbahnhof train station in Germany. Along with the connotation of the said event embedded in the painting, cues representing world famous players are also seen reinforcing the unconditioned stimulus held by the advertisement. (, 1992) This is also seen in the other advertisement where an overpass is covered by the image of world famous goalkeeper Oliver Kahn saving an attempted goal. Using cues on the event and the use of famous people in the said sport presents an effective use of classical conditioning.
B. Product Line Extension Used in the Campaign
To reinforce such cues and to actually promote a product, Adidas has effectively presented and associated itself with the event. This is the conditioned stimulus used in the campaign. In the fresco in Hauptbahnhof train station, flags bearing the name of the brand hover over the players in the picture. In the same manner, the catchy slogan of Adidas for the World Cup is similarly perceptible: +10.
In the advertisement used in the overpass, one could see that Kahn was sporting gears bearing the Adidas emblem, from his shoes, shorts, jersey, and even the gloves he has on. The football bearing the Adidas brand basically seals the cues pointing to the conditioned stimulus used by the marketers.
III. Effectiveness of the Campaign
The following will discuss the effectiveness of Adidas’ use of classical conditioning in their World Cup Campaign. The marketers and advertisers of Adidas have skilfully used memory retention to their advantage as seen in the advertisements seen below. 2006, 57) First, they have strategically created an image that points directly to the FIFA tournament itself, thus making known that the advertisement was about the event. Second, they have strategically placed their brand name and their highly recognisable emblem in both pictures, thus easily making known that they are related to the event. And lastly, they have advantageously placed the ads in places where the public could repeatedly see it. The fresco was placed in a train station where people accessing mass transportation pass through incessantly; while the overpass was placed in a structure where commuters coming to and from the Munich airport could easily spot the advertisement.
IV. Conclusion
The superb advertisement campaign used by the company discussed in this study presents the basic use of consumer behaviour in marketing. In this scenario, the event as well as the products of the brand was effectively conveyed to the public. Adidas, as a prime player in the industry of sporting goods have successfully used the surrounding cues of the FIFA World Cup Series into their marketing formula for its 2006 instalment in Germany. Although there has yet to be reports on the increase in sales of their product, one could be sure that billions of football fans have equated the brand name to the sport of football.
VI. Appendix Adidas Ad Campaign in Cologne
Adidas Ad Campaign in Munich
Credit:ivythesis.typepad.com
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