Adidas aims to prove its legitimate association with the 2006 world cup focussing on teenagers.
The World Cup in Germany was the focus of the sporting world in 2006. Adidas' aim was to demonstrate its legitimate associations with the world's favourite game, especially to a younger audience. The focus was the concept of team - teamwork delivers results. Interest was generated through channel 4's broadcast of David Beckhams football academy and by visiting adidas.co.uk/football where mini Premiership players (not all England) could be downloaded. Inschool worked with 3,021 schools to promote the campaign.
To reach school children through a trusted medium and increase brand awareness and strengthen the associations of Adidas and the world cup.
Inschool Media planned and executed the schools arm of the campaign which involved 3,021 schools, 3,021 Heads of PE, 3,021,000 students, 90,630 posters and 3,021 teamwork teaching packs. 33 posters were sent out to each school to be placed in areas with a high footfall.Students were driven to visit adidas.co.uk/football through the posters and Heads of PE were encouraged to promote the campaign to their students. Inschool Media also produced an adidas teaching pack in collaboration with adidas, Loughborough University and Education Advisors, writers and teachers.
The campaign managed to inspire and excite a group of consumers who now have increased loyalty and recognition towards the Adidas brand. The variety of advertising mediums used meant that the campaign had mass participation and involvement. In terms of ROI the cost of reach came in at just under 6p per thousand and cost per thousand impact ( based on 4 impacts each per day) coming in at just over 1p.
The Adidas team were more than pleased with the opportunites InSchool media offered them.
"We have never before undertaken such a comprehensive campaign within the school environment and were very pleased with the feedback from students and staff .... We were especially proud of the teaching pack that was developed which gave students the opportunity to learn about teamwork in a sports inspired and exciting way. Overall we were very happy with the opportunity that Inschool Media gave us to communicate to students on their level and in their language whilst also bringing strong educational benefits to schools nationwide." Barry Moore: Brand Manager, adidas.