Campanha anti bullying adidas - em inglês

Mission Statement of the company
Creation: 1949
Origin: German
Founder: Adi Dassler
CEO: Herbert Hainer
Herbert Hainer, CEO

Number of Employees: 42, 541
52% Male 48% Female
Mission: “The adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle.” Adidas team

Ana Carolina Castilho
Marketing Director

Nathalia Rangel da Cunha
Creative Director

Tessa Gillette
Research and Development
Director

Creative Advertising Plans & Strategy

Specify Key Fact:
Adidas has a high quality image, but still needs to improve their brand awareness and loyalty in USA. The American consumer still doesn't think “adidas” when they think about sportswear because of strong competition. In the other hand, adidas has a good brand recognition, because of its logo and the three stripes that helps the consumer to know that it is an Adidas product.
“I really like Adidas, I love the products but it`s not like Nike. Not everyone know their whole line or see it as them see Nike.” Hannah Thomas

Creative Advertising Plans & Strategy
State Primary Market Problem: adidas search with this ad campaign to improve the brand image and show that they are a socially responsible company.
The campaign will enable consumer to make positive associations and will also improve their competitive position. In addition, it is an opportunity to expand their share of the American market and give awareness for their high quality products to exceed costumer expectations.

State Communications Objective
Inform:
The campaign informs the customers about a different side of adidas, a Fashion side.
The campaigns also presents a limited edition of products.
The advertisings appeal to symbolic needs fulfilling the customers` desire to have an adidas limited edition product and to be part of the “cool” adidas clientele.

State Communications Objective
Persuade:
Primary demand
The