SS 16 APR SHHM (17 APR 2016)ALL-AGENCIES BRIEF18 DEC 2015
16Q1 APR SHHM BRIEF18 DEC 2015•SHHM Intro •Strategy, Product, Calendar•YUR Females•Creative•Budget•Deliverables•Timeline
SHHM INTRODUCTIONTime: 16th or 17th Apr 2016 (TBC)Campaign period: 25th Mar to 16th/17th Apr 2016 (TBC)Participants (last year):Half marathon: 7000 male and 3500 female runners8 miles: 3500 female runners exclusiveStarting Point: Oriental Pearl TowerFinish line: 东方体育中心
SHHM USPWomen Exclusive 8 milesRunner Service一城双马
COMMUNICATION OBJECTIVES:oTo deliver a compelling REASON2BELIEVE campaign specific to china market that will position Adidas as the badge of Sport during SHHM oTake down SHHM as the main sponsor of the event – Adidas brand must be prominent everywhere in Shanghai (Marathon City) oPackage SHHM with Ultra Boost (W) targeting the YUR (Females) as the one every female runner is eager to attend before the race, and the one most people talk about after the race.oTrans-create and adapt Global SS16 Running Events Activation Guideline locally. The chinese creative execution should maintain the energy theme, and campaign execution should be relevant to and resonating with aChina (female) Young Urban Runners.SHHM OBJECTIVES
STRATEGY & CALENDAR
THE BEST RUNNING BRAND IN THE WORLD成为中国最好的跑步品牌
BADGE OF SPORTan AUTHENTIC, sport performance and INNOVATIVE DESIGN running brand THAT MAKES ATHLETES BETTER
PRODUCT PLAN (16Q1 ) Article numberAF5140Itemultra boost wPrice1399SI Quantity (article)7,645 CAMPAIGN FOCUS: FEMALE POPArticle numberAQ4004Itemultra boost mPrice1399SI Quantity (article)27,782 MALE POP (2ND PRODUCT KV @ RETAIL)MODEL LEVEL : 59,000 SI QTYAQ4004AQ4005AQ4003ultra boost multra boost multra boost m139913991399 27,782 11,175 1,882 AF5141AF5140AQ5166ultra boost wultra boost wultra boost w139913991399 6,503 7,645 3,235 AF5141AF5140AQ5166ultra boost wultra boost wultra boost w139913991399 6,503 7,645 3,235
ULTRA BOOSTRUN GREATNESSYUR (FEMALE)Q2 MESSAGE FLOWMAYMARAPRPURE BOOST X(WIP) I CREATE MYSELF / I AM POSITIVE ENERGYFEMALECLIMACC PBX / ROCKET BOOST / CLIMACOOL REVOLUTIONATL: OOH / PRINT BTL: PR / DIGITAL / SOCIAL MEDIAPURE BOOST ZG MESH(WIP) RUN ON ENERGYAMPLIFIER02 APR SAT – 08 MAY SUN: TVC 30s / 15s01 APR – 30 APR: BTL: PR / DIGITAL / SOCIAL 01 APR – 30 APR: ATL: OOH (LONGTERM BB / NETWORK / BUS SHELTER) / PRINT7 MAR MON – 10 APR SUN: TVC 30s / 15s25 FEB – 30 MAR: BTL: PR / DIGITAL / SOCIAL 25 FEB – 30 MAR: ATL: OOH (LONGTERM BB / NETWORK / BUS SHELTER) / PRINTCC SONIC BOUNCEATL: OOH / PRINT BTL: PR / DIGITAL / SOCIAL MEDIA25 MAR - 17 APR: SHHM (12KM) – 3 weeks
ULTRA BOOSTRUN GREATNESSYUR (FEMALE)Q2 MESSAGE FLOWMAYMARAPRPURE BOOST X(WIP) I CREATE MYSELF / I AM POSITIVE ENERGYFEMALECLIMACC PBX / ROCKET BOOST / CLIMACOOL REVOLUTIONATL: OOH / PRINT BTL: PR / DIGITAL / SOCIAL MEDIAPURE BOOST ZG MESH(WIP) RUN ON ENERGYAMPLIFIER02 APR...
