Adidas has kicked off its FIFA 2006 World Cup campaign in India, across online, outdoor and retail. A mobile campaign is expected to start December 1, and a print campaign, which is on abroad, is also expected to break in India soon.
“The campaign has been launched just two days ago. We will look at going to major cities across the country as the campaign builds up. For outdoors, the locations have to be landmark sites, and availability of such sites has been an issue in some cities,” said an Adidas India representative.
The creative series being run, ‘+10’, is from the campaign developed by Adidas’ global advertising agency independent 180 Amsterdam, part of the 180\TBWA alliance. The campaign combines images of black and white portraits with national colours, and features over 25 players, including Brazil’s Kaká, England's David Beckham, Argentinean Riquelme, France’s Zinédine Zidane, Spain’s Raúl, and Michael Ballack from the host nation, Germany. The theme is that of ‘team spirit’.
Adidas’ global campaign was launched on October 10 at 10:10. On the launch of the global campaign, Uli Becker, Head of Global Communications at Adidas, had said, “This is the kick-off for the greatest marketing effort Adidas has ever made globally. We are thrilled to share our passion as the world’s leading football brand in the run-up to the 2006 FIFA World Cup.”
In India, mobile-driven promotions and content will kick off soon. The company is hoping to launch the mobile campaign by December 1. The content will include wallpapers, videos, interviews and the like.
And there’s more to come in the form of merchandise. The federation jerseys of four teams – hosts Germany, Argentina, Spain and France – will also be launched in India shortly. All of these will be imported.
Adidas, handled by TBWA\India in the country, will look at hiring an agency to handle the outdoor media campaign in 2006. A ‘full fledged’ campaign across major cities to take the brand message to Indian audiences is on the cards. Currently, the outdoor needs are being met in-house.
As part of the just-launched campaign, an imposing 7,000 sq ft hoarding at Fame AdLabs in Andheri, Mumbai, and five mobile vans featuring David Beckham, Michael Ballack, Kaka, Raul and Riquelme have been engaged.
The brand is optimistic on the chances of bringing down some of the soccer icons as part of the FIFA campaign to India next year. ‘Impossible is nothing’, we are reminded.