Durian, Inc.

Syndicate
Ryan Koesuma
Wahyu Kumoro
La Ode M Arief Akbar
Brand Value
Overview

• Impossible is Nothing campaign adidas wanted to extend

their philosophy of forever sport to a personal level by
encouraging everyone to overcome their personal
challenges that seem impossible.

• Adidas wanted to position itself as the most inspirational

sports apparel and athletic footwear brand.

• Marketing Budget : More than $200 million

• Global Market Share : Adidas 34%  vs Nike 38% (branded

footwear)

(Source: http://www.businessweek.com/magazine/content/06_14/b3978079.htm)
Mobile Marketing

Challenge:
Leverage the Adidas/FIFA sponsorship and connect with young
football fans during a time of high media saturation and intense
football fever

Solution:
Adidas WORLD CUP football mobile portal' in UK, Germany,
Italy, Spain, France, USA, China and Chile

Key elements were also used in stand alone adidas mobile

sites in over 30 markets, including: Korea, Russia, and Canada
Mobile Marketing

Target Audience
• The Adidas World Cup 2006 mobile portal had the power to
recruit, involve and engage both the core (12-24 years old)
football fan and broad target groups (all sport fans) through
our additional content offerings such as competitors and
editorial features from other Adidas Partners such as MTV.

Mobile Site Features

• Free download wallpapers, videos and Ringtones
• Free Bundesliga goal alerts, results, tables and fixtures
provided by the Press Association
• World Cup results
Mobile Marketing
Mobile Marketing
Results
This campaign alone has driven
• Over 1.8 million unique consumer visits
• Over 25% of visitors downloaded Adidas branded content
• Simple to use and engaging consumer experience for the
mainstream football fan across the world

Achieved several media firsts

• First brand to offer free Premiership and Bundesliga goal alerts,
results, tables and fixtures to it's users via mobile
• First sports brand to deliver a cost per click media deal with a
network operator in Germany
• First brand to deliver multi channel distributions across on-
portal, off-portal, online, press and TV in multi countries
• First brand to advertise on the Yahoo! Mobile portal
• First sports brand to promote a mobile call to action on a TV
Campaign around the World Cup
 Imposible Team Campaign (180)
Project name: 
Impossible Team

Brief: 
To communicate the idea of team and adidas’ brand attitude
“Impossible is Nothing” in an inspirational way
Agency: 
180 Amsterdam (180\TBWA)
Target audience: 
Soccer enthusiasts
“The adidas commercial for the FIFA World
Cup is based on our own childhood memory… Medium:
After watching a football game, we used to global and local versions for TV, cinema, print, outdoor, point-
run outside, recreate our own teams and re- of-sale, public relations and on-line 
play the match we had just seen. We tried to
make every little kid’s dream come alive –
getting to pick your own team and being able
to choose from the world’s biggest football
stars!”
 
Sponsorships
Adidas Nike Puma

Angola
Czech Republic
Australia
Ghana
Argentina Brazil
Iran
France Croatia
Italy
Germany Netherlands
Ivory Coast
Japan South Korea
Paraguay
Spain Mexico
Poland
Trinidad & Tobago Portugal
Arabia
United States
Switzerland
Togo and Tunisia
 Product Launches

+F50 Tunit

Official Soccer ball

Germany Jersey "The Teamgeist"

+Predator Absolute
Buzz