Innovative Advertising Message Strategies

Presented To Presented ByDr. Urvashi Makkar Group -7Chairperson Marketing Shivam Agarwal(180) Shivani Gupta (183) Shivanshu Jaiswal(184) Shreya Gupta (186) Shreya Mathur (187)

ADVERTISING METHOD & MEDIA SELECTION OF ADIDAS

Integrated Brotherhood Campaign of ADIDAS

To publicize the launch of “Team Signature” shoe line, ADIDAS ran an integrated brotherhood Campaign-”Basketball is a Brotherhood”This campaign allows today greatest players to interact and inspire the next generation Athletes. In this campaign biggest NBA stars teach young players.

Mobile Media- This was very successful in this campaign. A subscriber can call and leave the message for one of the NBA player. They receive the voice mesages from the players, they feel like that their was conversation going on and it acted to build relationship between ADIDAS and the Customers.

Online Media-www.adidasbasketball.com, this site feature on 11 part web series which shows 12 players at summer basket ball camp.They are taught by the NBA players.

Core Advertising Consideration

• Media Vehicles

• Advertising Shop

Advertising Media

The reason that this media was selected was because television, magazines and Internet were the best way in which Adidas were able to show there customers their products. Advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, shopping carts, web pop-ups, skywriting, bus stop benches, human billboards, magazines, newspapers etc.

News Paper Advertisement

Covert advertising

• Covert advertising is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand,

Adidas Shoes in Star Wars

Television commercials

• The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The television commercials feature a song or jingle that listeners soon relate to the product.

Celebrities

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers.

• each promo of the movie was unveiled in an event attended by three people associated with the movie

• This the star cast comprising Aamir Khan, Kareena Kapoor, R Madhavan, Sharman Joshi, Boman Irani and director Rajkumar Hirani himself.

• Press conferences were beamed in seven countries.

• Music launch of the movie was broadcast on idiotsacademy.com, marked by the absence of media• Users visiting the site on the day of the launch

had the option of chatting with the stars present there.

• Future Group's Pantaloons India has collaborated with Vinod Chopra Films to launch the 3 Idiots apparel and accessories collection.

• During the shooting of the film, Khan was in the habit of scribbling. The designers at Pantaloons were handed over the pages on which Khan scribbled and the designs were executed on T-shirts

• T shirts are available in 45 Pantaloons stores across the country.

• Reliance Life Insurance has entered into a tie up with the movie and is using the thought 'All is well‘

• “Aal is Well” one of the mainstays of the theme in the communication of the theme.

• The campaign, spanning television, radio and outdoor, talks about Reliance Life Insurance's assurance of taking care of its consumer's financial worries and enabling them to live life to the fullest.

• Innovations on hoardings, bus shelters, bus backs, platform signage's and mobile vans.• The outdoor campaign was executed by

creating cut-outs of the star cast, which have been put up across Mumbai, Delhi, Kolkata, Hyderabad and 500 towns across India.

• Stickers reading Capacity: 3 Idiots were pasted on the back of 10,000 auto rickshaws that moved in the cities .• Auto rickshaw is the most popular mode for

commuting and works as a wonderful reminder medium. • They used this sticker in all the cities where

rickshaw was one of the common modes for commuting.

• Activation in multiplexes included messages on the walls of washrooms, saying 'You are the fourth idiot‘• Chairs shaped like hips placed in the lounge area

of multiplexes caught many eyeballs and users.• Chairs of the same design appear in the film and

have been used in posters of the film, with Khan, Madhavan and Joshi sitting on them.

• During a media conference held in Mumbai on Friday, disclosed that Khan would be on an adventure trip throughout the country for two weeks.

• Earlier he had went to Varanasi, which is her mother's ancestral hometown.

• Whoever successfully identifies Khan in his disguise would be get free tickets for the movie and as a bonus Khan would spend New Year's night with the lucky winner and his family.

• n early December, Zapak, the online gaming portal, created an alternate reality game on idiotsacademy.com.

• He will travel through India, leaving clues about his whereabouts and participants of the game got two weeks to track him down.

• Khan visited, disguised as an old man locating the house where his mother grew up in Varanasi.

• Accompanied by Kareen Kapoor, he visited the weavers of the famous Chanderi sarees in Chanderi, Madhya Pradesh.

• They shared meals with the weavers, bought saris and discussed problems of the weavers.

• Khan landed up outside cricketer Saurav Ganguly's house in Kolkata, again in disguise.

• he visited included a school in Gujarat, where he spoke to kids on what they want to do in life, before heading to his final destination, Mahabalipuram in Tamil Nadu

• The idea for Khan's nationwide journey came from the story of the film, where his friends go in search of him.

• . The difference here was that media and fans were trying to spot Khan.

• This journey was captured by many news and entertainment channels and became free publicity for the film.

• Facebook, a profile called Pucca Idiot has been created that has more than one lakh fans.

• The Movie Inspired on The Super Hit Novel “FIVE POINT SOMEONE”…a Huge hit 4 years ago.• Benefitted from the ready made Fan Following the

book had generated.• The Movie Credits Controversy gave free Publicity to

the Movie and grabbed eyeballs.• This allowed the movie to stay in news.• ‘SABSE BIG IDIOT’-CAMPAIGN ON 92.7 FM.

IDEA CELLULAR-INNOVATION TO EXCEL

INDIA -3rd Largest Telecom Network In WorldIdea From Aditya Birla Group Is Having 58 Million Subscriber Base. Use I.M.C. Method Of Promotion.Operates In Over 25 Countries All Over.

MAHAKUMBHAvailability of recharge

coupons at retail counters Congestion free network

provision. Installation of PCO booths. Safety initiatives.Smooth traffic operations.

IPLMumbai Indians In 2009.Delhi Daredevils In 2010.Display Of Idea Logos

On Shirts Of Players.

IMRC(2.0)CASH PRIZE OF 1 LAKH

Rs.11th February 2010 -11th

March 2010.

What An Idea Sirji!!!Created By Lowe6 Ad’s In The Series No Caste Barriers ; No

Disability To Communicate; Education For All; Participative Governance; Walk When You Talk

Use Mobile ,Save Paper.

IDEA’S FILMFARE ASSOCIATION

IDEA BINGO NATIONAL NIGHT

From 23rd January 2010 -17th April 2010.

Providing Tickets To Their Subscribers.

IDEA MTV VJ HUNT

From 8th - 23rdDecember 2009

Idea Roaming Promo Offer 2010

Trip To Idea Cup Match In Dhaka.

Holiday Voucher With 3 Days Stay In 4 Star Hotel In Goa.

Idea Goodies.

IDEA CRAZY OFFERTill 28th January, 2010Huge Discounts On

Branded ItemsBenetton,Reebok,Gitanjali Lucera Pearl Set.

Bibliography

•Philip Kotler,Marketing Management 12e,Pearson Edition• Subroto Sengupta, Brand Postioning Strategies for Competitive Advantage,Second Edition, Tata McGraw-Hill •Advertising Express, December 2009, Emerging Advertising Strategies• MNCs’ Branding Strategies in India – Product Perspective” by M Thirulogachande•Forbes India,Feburary 2010, Aamir Khan –How to Sell Movies•www.iupindia.org•www.ideacellular.com•www.addidas.com

THANK THANK YOU!!YOU!!