How do you evaluate Adidas’ 2020 New Year advertising?

A relatively good advertisement and quite creative.

The entire advertisement is good from the two perspectives of building a brand image and improving the public's understanding of the brand's characteristics. At present, it seems that advertising itself may not have enough motivation to encourage consumers to purchase new products for the New Year (according to the data I can observe so far, the conversion rate is not very high), or there is still a certain disconnect between content and shopping experience. .

At present, emerging shopping festivals such as Double 11 have taken up the limelight of marketing activities, but traditional festival marketing can still be very effective in helping brands establish and enhance brand image + increase the activity of brand fans/consumers , while building brand differentiation.

Introduction

Adidas's "New Year Creates All Things" advertising and supporting promotions make full use of consumer psychology in holiday marketing. At the same time, by choosing a spokesperson group with a wide range of fans, a distinctive artistic style that is in line with the current national style, and a loud Chinese style slogan, Adidas has demonstrated its positioning as a "creator sports brand" very good.

Adidas entered China in 1997, and its most powerful competitor has always been NIKE (which performs better than Adidas in the global market). If you suddenly ask someone who doesn't often wear sportswear what is the difference between Adidas and NIKE, he may not be able to tell you at once.

The two have many similarities: they are both mid-range sports brands, in line with the shopping level of the middle class, their quality is guaranteed, and they are deeply trusted by consumers. At the same time, they each have their own functional models ( Focusing on technology and sports needs), and lifestyle models (focusing on style design and fashion needs).