Exemple de planning strategique interactif = proposition de plan de communication effectuée par pourquoitucours pour ADIDAS Originals (non retenue)

Action Plan « celebrate originality »

1. Strategy2. Target3. Messages4. Creation5. Media6. Timing7. Da House Party

1.2009 Communication Strategy 1) Establishing the brand in Paris « celebrate originality » is a great campaign to campaign to strenghten the links between ADIDAS ORIGINALS and French Consumers. - New brand signature : « celebrate originality » - Highlighting authenticity, creativity and individuality values.

1.2009 Communication Strategy 2) Generate trafic : existing stores, new ADIDAS ORIGINAL store in the Marais. Support footwear franchises in Paris. Everyone should be talking about new store : in the press, in the street, in other stores. This new store will showcase that ADIDAS ORIGINALS is trendy, very dynamic, still close to people even after 60 years.

1.2009 Communication Strategy 3) Push ADIDAS ORIGINAL most popular trainers : Stan Smith is an iconic model that embodies perfectly all the brand glorious past : we choose to only show this model in our communication. …In a difficult economic climate, products should be emotionally charged and considered as essential to a successful lifestyle. Our communication will tie these trainers with the brand values

1.2009 Communication Strategy 4) Getting even closer to the consumers The brand needs to get closer to the historical communities that have made the success of Adidas Originals in France : -Style setters / style adopters / opinion leaders : 20 and over. -Sport inspired : hip hop / skaters / Tennis : Teens.

1.2009 Communication Strategy 4) Getting closer to business partners It’s the perfect time to link up with other brands which target the same consumers and which can potentially enhance brand capital.

1.2009 Communication Strategy 5) Nothing better than a fairytale…. To create a complete 360 communication plan unrolling month after month. To activate below the line media. To bring together the most hip people of the moment.. To make us dream. To tell everyday life… To bring attention to ADIDAS ORIGINALS To bring to life “celebrate originality”…. To showcase Stan Smith trainers To make people aware that the new Adidas Original Store in le Marais is opening…

1.2009 Communication Strategy 5) Nothing better then a urban fairytale… This story is bringing “celebrate originality” to life : indeed the brand celebrates people who are original, and behave in an original way. Martin…of course. Various people will express their sense of style and use display their creativity in video, photo, music ….. The party will gather the most original parisians.

2. Target : our main characters We have chosen to use 2 characters that are Style Setters / Style Adopters. Slightly more mature to appeal to our primary target segment.

2. Target : our main characters Martin is a trend setter : artist, 25 year old. He is a real artist, a painter, a sculptor, a performer. He is ‘authentic’. A discrete dreamer, spending most of his time in Saint Germain with his friends. He would only venture out of his neighborhood to go to museums, art expositions or galleries.

2. Target : our main characters Sophie is a trend setter : street artist , 25. Asian. She is an artist but from the suburbs, she does graffiti. She loves going out and she is always at the most fashionable parties. She is open minded, knows a lot of people and is particularly attracted by skaters, hip hop dancers and of course, graffiti artists.

2. Target : our main characters The stan Smith

2. Target : Opinion leaders will servethe buzz Each time we communicate we will first target opinion leaders in the communities that have made Adidas Originals the successful brand that we know today: - Skaters - Hip-Hop - Tennis The opion leaders will become the ambassador of our movement, influencing the rest of their community to join and embrace the brand. -

2. Target : Younger consumers will follow As our actions will become massive, youth will catch up on the same media as the opinion leaders. We will target them more heavily with special on line actions. We will target suburban youngters backgrounds who spend time in ‘les halles’ shopping centre during the week and ‘le marais’ at the weekend with specific off line actions. -

2. Target : Younger consumers will follow We will also communicate towards communities living in and around ‘le marais’ : usually of an older age, opinion leaders.

3. Messages : 4 stepsThe story is happening over a certain period of time, ponctuated by several events. Step 1 : ”Hello Martin and Sophie". Step 2 : "Help Martin to find Sophie again". Step 3 : ‘Lets go to the party for the opening of the store’. Step 4 : “This is not the end”…

3. Messages : 4 steps 4 steps but only 1 message: "Celebrate Originality". Adidas says what is does, and does what it says. Step 1 : ”Hello Martin and Sophie". We meet two people who are truly Original. Adidas Originals will soon identify Martin and help him because he is exactly “it”. Step 2 : "Help Martin to find Sophie again". People express their creativity. The brand encourages and celebrates their originality by rewarding them with gifts. (vespa….) Step 3 : ‘Lets go to the party for the opening of the store’. The story that we have followed via multiple media platforms is coming live… for 1 night only. Adidas is celebrating, art, originality and above all people. Step 4 : “This is not the end”… Web site featuring the ‘best of’ “celebrate originality’”

3. Messages : 4 steps + branding Step 1 : ”Hello Martin and Sophie". + + Step 2 : "Help Martin to find Sophie again". + + + Step 3 : ‘Lets go to the party for the opening of the store’. + Step 4 : “This is not the end”… + + + + + +

3. Messages : 4 steps + timing

4. Creation :”Hello Martin and Sophie" Creative « Sophie - call me !» Web pages on social networks.

4. Creation : "Help Martin to find Sophie again". « Sophie - call him » People sending their stuff : video, text, photos, in store exhib.

4. Creation : ‘Lets go to the party for the opening of the store’. « Martin’s House party » International film.

4. Creation : “This is not the end”… Adidas .. 60 years…. Bag and web site..

5. Below the Line Medias : overview of the different medias Digital media : blog + digital medias + emailing Retail : POS, in store activity, stickers… Street marketing : Outdoor, Street actions + movies, stickers… Events : various parties, including « house party »

5. Below the Line Medias : media dispatch Step 1 : ”Hello Martin and Sophie” Digital media and on street marketing. Step 2 : "Help Martin to find Sophie again". Digital + on street marketing + Retail presence + Events. Step 3 : ‘Lets go to the party for the opening of the store’. Digital + Events + Retail presence Step 4 : “This is not the end”… Event + Digital.

+ + + POS material - Instore product visibility - Direct distribution Retail - Range width - POS material at Atelier + Performance centers.Cinéma 6. Timing PR/ EIM Digital - PR at men lifestyle magazines- Partnership  drive instore traffic–CRM activation Street marketing - Product placement at celeb.-Blog + Social networks + emailing - affichage, interventions dans les rues 27 Step 1 : ”Hello Martin and Sophie". – Feb 09

+ + POS material + - Instore visibility at Direct and LS Direct Retail Digital - Instore comm at Atelier CE. -- Other retail points 6. Timing-CRM activation- Blog + Social networks + emailing OOH PR/ EIM Events - Wild and classic posting - The « Stan wall » - Various - Paris and Suburbs Events. - PR at men lifestyle magazines Street marketing - Product placement at celeb. - affichage, interventions dans les rues, lieux publics, cinémas, expos 28 Step 2 : "Help Martin to find Sophie again". – March 09

+ + + POS material + - Instore product visibility Retail - Direct distribution - POS material at Atelier + - Range width Performance centers. - Other retail points Digital- Partnership  drive instoretraffic –CRM activation 6. Timing PR/ EIM- Blog + Social networks + - PR at men lifestyle magazinesemailing - Product placement at celeb. - Wild and classic posting Various Events - The « Stan wall » - Paris and Suburbs OOH Step 3 : ‘Lets go to the party for the opening of the store’. – April 09 29

+ + + POS material Event - Instore product visibility OOH - Direct distribution - Martin’s House - Wild and classic posting - Range width Party - The « Stan wall » - Paris and Suburbs 6. Timing Radio - 14-18 yo radio partnership - Paris and suburbs Digital- Digital partnership Consumer activation- CRM activation PR/ EIM Street mkg « The Trefoil is invading the Marais » - Professional press - Organize buzz - PR at men lifestyle magazines - Drive traffic to the store - Product placement at celeb. Step 4 : “This is not the end”…– May 09 30

7. Da House Party « Da House Party »

The big night:Martin, invites us to the best party in town « Da House Party » by AdidasOriginals.A huge appartment where everyone feels at home. We find rooms thatwe all know well… but with a bit of a twist!

- The bathroom with a cocktail bar- The bedroom where we first kissed- The kitchen where we chat- The stars wardrobe- The bathroom for 2…- The living room where we dance

All people from all different ways of life areinvited..artists, skaters, painters,performers and generally everyoneconnected to a the world of art, sport andmusic…Buffet food is spread throughtout theappartment and the guests can go from oneroom to anoher as they like.

On the middle of the night the guests willbe performing live…on a hall of fame« adidas original »

The Place: 1/2 It is essential that the venue for the party is in close proximity to the new Adidas store.The Marais square:

The Place: 1/2

The Place: 2/2

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Exemple de planning strategique interactif = proposition de plan de communication effectuée par pourquoitucours pour ADIDAS Originals (non retenue)

by jérémy DUMONT on Nov 18, 2011

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Exemple de planning strategique interactif = proposition de plan de communication effectuée par pourquoitucours pour ADIDAS Originals (non retenue) — Presentation Transcript