Adidas Promotional Poster —— Analysis on the Magic of Adidas' New Advertising Language

Two creative descriptions in the advertisement of Adidas 2006 World Cup+10: In an ordinary or even shabby city alley, a little boy named Jose was patiently practicing shooting against the wall, and his peers stood up and challenged him and said, Let's play. A magical performance connecting reality and dreams begins. Jose and his partners began to form their own perfect team. When they read the names of their favorite stars, they miraculously appeared one by one. Sai Sai, Kaka, Beckham, Zidane and even football emperors beckenbauer and Platini all stood in the team of Jose and his friends. With Jose's command, the two star teams started a magical game, and Jose ran happily on the court and commanded. Suddenly, in an upstairs window, Jose's mother drank: "Jose, go home!" " "A surreal football performance is over, and the happiness of life and football will continue.

Comments: Adi's advertisement is named "Jose+10", and its creativity is great and moving because of the presentation and interpretation of the concept of "+10". As a long-term official sponsor of the World Cup, Adi refined the most valuable spiritual connotation in the history of football. As long as everyone adds their chosen 10 partner, it is a complete team. In the star team, individuals can have room for development and a perfect stage to show their talents. Adi named the football "team star" produced by the World Cup in Germany, which also reflected the relationship between individuals and teams.

Adi's advertisements naturally strengthen his brand proposition of "Impossibleisnothing" and show the magical power of personal dreams to change reality. The theme of growing up is also the most touching part of this advertisement. No matter how great a star is, there is also an ordinary and ordinary childhood like Jose. This advertisement shows us the star teenager and the future image of the teenager, so that hundreds of millions of ordinary fans can experience the happy process from ordinary to star. At the same time, it is also a surreal interactive performance between ordinary people and football stars. The breaking of boundaries also produced a carnival-like effect in the square. Lotus's self-confidence, calmness and even carelessness in front of superstars have made everyone who has seen advertisements deeply realize the growth value as a unique individual.

Of course, after reading Adi's football website, we will also appreciate the creative value of Adi's "Jose+10" advertisement in promotion. Everyone can become Jose, freely choose the world football superstar signed by Adi, choose their own star team, start interactive games and win Adi's football equipment online. Every football fan can turn himself into an advertisement, thus becoming a loyal consumer of Adi in brand interaction.

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On March 6th, 2065438+0165438, Adidas began to launch a new advertising slogan, which was translated as "adidasailin" in Chinese. This advertisement costs a lot, and foreign media speculate that it costs nearly $6,543.8 billion. Therefore, it has always been considered that this is a worldwide marketing activity initiated by Adidas, which is said to be the "most expensive" one in the history of the brand.

Adidas' large-scale advertising campaign introduced music, artistic elements and fashion stars, trying to capture the youth market in an all-round way to surpass Nike.

In the most important business districts in Beijing, such as Xidan and Sanlitun, huge videos and huge posters of Adida Sailin, which are extremely inflammatory, have been fully rolled out. JeremyScott, a talented designer whose works are always whimsical, KatyPerry, a super popular singer who sang "IKissedaGirl", and Yang Ying, a model, have all become the new image spokespersons of Adidas.

These seemingly unrelated spokesmen chosen by Adidas are linked by the concept of "If you do what you love, please do your best". This is also a good opportunity for it to repair the previous image split. Adidas' three product lines finally have a unified proposition: adidasSportPerformance, adidasOriginals and sports fashion series (Y-3, adidasSLVR and adidasNEOLabel). Adidas enriches the former sports star groups, such as soccer star David Beckham, Lionel Messi, NBA star derrick rose, etc., and adds elements of pop music and hipsters, which means that the sports classic and sports fashion product line, which originally represented street and fashion spirit, will occupy an increasingly important position in its future sales.

Adidas China has just recovered from the inventory crisis after the Beijing Olympic Games and is in urgent need of new revenue growth. Although the sales scale of sports fashion and sports classic series is smaller than that of traditional sports performance series on the whole, the growth rate is faster than the latter, which will become its main direction in China market in the future.

Here you will meet Li Ning Company, which launched a new brand image on 20 10, and its new slogan is "MaketheChange". The leaders of third-and fourth-tier cities hope to steal some young people who pursue fashion from Adidas and Nike in big cities. At the same time, it is still unknown whether "AdidasIsAllIn" can beat the bold and enterprising Nike. In September 2009, Michael Hill faustin, a partner of Boston Consulting Group, published a new book, Women Want More, which is called a guide for marketers to seize the "largest and fastest growing market in the world". According to the survey of 654.38+0.2 million women in 22 countries published by Hill faustin, although Adidas attaches great importance to the women's market and goes all out, Nike has become the most popular brand for women.

Adidas changed its slogan

Nothing is translated into Chinese as "nothing is impossible".

This is the slogan created by 180 Amsterdam Company for Adidas in 2004 to promote the sportsmanship in its professional field.

Translated into Chinese, AdidasIsAllIn means "Adidas goes all out".

This is a new advertising slogan launched by Adidas in March 20 1 1, calling on its consumers to "do your best if you are engaged in a career you love".

Adidas China has stopped loss.

Adidas reduced the price of the backlog caused by the Olympic Games by 30% to 30%, and encouraged dealers to enter new channels such as Carrefour and Taobao.

Adidas gives some compensation to dealers who have handled the inventory. Because the inventory handled is often lower than the wholesale price, this means that Adidas and dealers should share the losses.

For those dealers who want to quit, Adidas also supports them to change their contracts and negotiate the exit mechanism.

Adidas allows dealers to open discount stores, even around regular stores.

Li Ning, who has experienced the pains of brand transformation.

Li Ning Company launched a brand-new brand image in June, 20 10, replacing the new slogan "Anything is possible" with "MaketheChange". It described its consumer group as "post-90s Li Ning", and launched a new spokesperson for Lin Chi-ling and Tao Vinegar, hoping to win over young consumers in first-and second-tier cities in brand image.

Due to the adjustment of the dealer system and the fact that some dealers reduced the number of goods they took because of the price increase of products, the number of orders received by Li Ning Company at the product ordering meeting held in May, 438+February and June last year decreased by more than 7% and 8% respectively. After the news was announced, Li Ning's stock fell 16% for three days, and its market value evaporated by more than HK$ 3.5 billion a day.

In the just released 20 10 annual financial report, Li Ning's annual revenue and gross profit increased by 13% and 12% respectively, far below the average annual compound growth rate of more than 30% in the past decade.

What are the advertising copy of Adidas' Promise "Martial Arts, Defined by Me" series? Wuji is a series of men's training products jointly founded by Adidas and Jet Li. This inspiration mainly comes from Jet Li's unique view on man and nature. In order to promote its own brand, Wuji series recently released a series of new advertisements, including the copy of Wuji SocialVideo poster by a group of new force creators and an interactive H5 advertisement.

Today, I mainly share with you the poster copy of The Creator of New Forces, expounding the theme of new forces from four aspects: establishment, destruction, combination and determination.

Wu is up to me.

Standing like a mountain. Use my spirit to gather the momentum of the mountain. Co-founded Wuji with Adidas to push Wushu to the world.

I will break the Force.

: break, become the wind. Break the routine with one punch and crush the routine with one foot. Anything is possible if you break through yourself.

Wu you he he

: All leaders together. Handle, joint, Tai Chi energy flow. Knee boxing, power, Muay Thai is very fierce. Let Wu divide you and me together.

It is up to me.

: Fixed, instantaneous lighting. Light is my arrow, press the shutter and freeze your breath. Wushu is the confrontation between light and shadow.

This group of poster copywriting, establishment, destruction, combination and confirmation, respectively chose a representative figure who met the theme of "Creator of New Forces", including Jet Li, who founded Wuji together with Adidas, trying to break through his Jacky, combining Tai Chi and Muay Thai to create his own brand-new style toriggia, and a photographer who stopped the moment for them to show their own force between light and shadow.

In addition, this group of poster copy, the overall visual style is unified, and the picture and color are in line with the elements of "martial arts".

How, after reading this poster copy, let you have a new understanding of the concept of "martial arts"?

Ye Xiaoyu Copywriting _ Author of New Media Copywriting Creation and Dissemination, WeChat official account: Ye Xiaoyu Run Run (talkto520)