Optism Adidas Predator Shoe Case Study
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adidas launched a mobile marketing campaign in Egypt to promote its new Predator shoe line. The campaign objectives were to raise awareness that the shoes were available in stores. The campaign leveraged adidas' sponsorship of soccer star Kaka by sending text messages asking if recipients knew which Real Madrid player modeled the new shoe. Responses were high, with 28% of Arabic speakers and 18.5% of English speakers responding. Younger audiences between 15-24 had the highest response rates. The campaign was successful in driving brand awareness of the new shoes and adidas' sponsorship of Kaka among Egyptian mobile users.
Optism Adidas Predator Shoe Case Study
- 1. Case Study / adidas? Predator? Enhancing the profile of new products in Egypt Campaign Objectives Given the high response rates to earlier mobile campaigns, adidas chose Mobinil¡¯s permission-based marketing program, Mobinil Ads, to let people know that the adiPower? Predator product line was available in its stores. Do you know which star from Real Madrid made his choice to play with the new adidas Predator shoe? Reply for free You knew it was Kaka? "Own the Game" and visit 1=yes adidas stores now for the 2=no new shoe collection of You knew it was Kaka? adipower Predator Campaign Results High response rates were achieved with both Arabic and English audiences (28% and 18.5%). adidas learned that Arabic audiences are less aware of their sponsorship of Kak¨¤. Age was a significant factor, with highest response rates achieved with people under 25. Overall (English and Arabic) response rates were 35.5% for 15-24s and 32.3% for under 15s. Campaign Solution adidas leveraged its sponsorship of the 28% Response rate among Arabic speakers famous footballer, Kak¨¤, in a rich dialogue message sent to opted-in subscribers. The campaign was aimed at males between 15-24s Were most responsive (35.5%) 15 and 35 (typical shoe users) and 35 and 73% Of Arabic speakers learned about adidas¡¯ sponsorship of Kak¨¤ ¡®¡® 50 (fathers, buying for children). Both groups were selected based on their interest in sports. Messages were sent in English and Arabic. The first text asked a question. Both ¡°yes¡± and ¡°no¡± respondents received a second message with key brand information. The campaign ran a day before the weekend Working with Optism and Mobinil enabled our adiPower Predator campaign to have more impact. The use of MMS to reach a targeted audience allowed us to engage customers in a two-way conversation. We achieved an impressive 28% ¡®¡® response rate and enriched our understanding of our customers. to encourage in-store traffic. Bugra Hatipoglu, Marketing Manager, adidas Sporting Good Ltd. Egypt. To find out what Optism can do for advertisers and mobile operators, visit optism.com