Insights / Strategic Thinking

Bronze
CAMPAIGN
adidas Women's Brand Campaign
AGENCY
TBWAShanghai
CLIENT
adidas China
BRAND
Women's Training
DETAILS
CAMPAIGN SUMMARY
When adidas wanted to launch its global “all in for my girls” platform in China, it encountered a dilemma. Girls in the West view sports as competitive and athletic, while girls in China would rather shop, sing KTV, and eat dessert than do sports. In fact, only 3% of girls in China aged 15-24 go to the gym.
 
CHALLENGE
How do we create a local idea based on the global platform that is more relevant to girls in China? We had to develop a new campaign based on local & relevant insights.
 
INSIGHT
For Chinese girls who do sports, it isn’t about competition, but about sisterhood and bonding. For them, spending time with their friends is more important than points on a scoreboard.
 
IDEA
Create a campaign that highlights the sisterhood & fun girls have when they play sports together.
 
RESULTS
After our initial launch, spontaneous awareness, brand consideration, and brand image among girls increased.
 
·        Spontaneous awareness increased by 8%
·        Brand consideration increased by 8%
·        “Brand Image - suitable for female” increased by 16%
·        (Source: Millward Brown)
 
And best of all, sales increased significantly in our women’s business this year, compared to last year.
 
We achieved this level of success because we discovered a compelling insight around girls and sports, and applied it to our communications plans. Not only did we succeed in bringing a tremendous uplift in sales for adidas, we also launched the national “sisterhood” platform for adidas women’s business in China.
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