1. Case Study / adidas® Predator®
Enhancing the profile of new products in Egypt
Campaign Objectives
Given the high response rates to earlier mobile campaigns, adidas chose
Mobinil’s permission-based marketing program, Mobinil Ads, to let people
know that the adiPower® Predator product line was available in its stores.
Do you know which
star from Real Madrid
made his choice to
play with the new
adidas Predator shoe?
Reply for free You knew it was Kaka?
"Own the Game" and visit
1=yes
adidas stores now for the
2=no
new shoe collection of
You knew it was Kaka? adipower Predator
Campaign Results
High response rates were achieved with both Arabic and English audiences
(28% and 18.5%). adidas learned that Arabic audiences are less aware of
their sponsorship of Kakà.
Age was a significant factor, with highest response rates achieved with
people under 25. Overall (English and Arabic) response rates were 35.5%
for 15-24s and 32.3% for under 15s.
Campaign Solution
adidas leveraged its sponsorship of the 28% Response rate among Arabic speakers
famous footballer, Kakà, in a rich dialogue
message sent to opted-in subscribers.
The campaign was aimed at males between
15-24s Were most responsive (35.5%)
15 and 35 (typical shoe users) and 35 and
73% Of Arabic speakers learned about adidas’
sponsorship of Kakà
‘‘
50 (fathers, buying for children). Both groups
were selected based on their interest in sports.
Messages were sent in English and Arabic.
The first text asked a question. Both “yes”
and “no” respondents received a second
message with key brand information.
The campaign ran a day before the weekend
Working with Optism and Mobinil enabled our adiPower
Predator campaign to have more impact. The use of MMS to
reach a targeted audience allowed us to engage customers
in a two-way conversation. We achieved an impressive 28%
‘‘
response rate and enriched our understanding of our customers.
to encourage in-store traffic.
Bugra Hatipoglu, Marketing Manager, adidas Sporting Good Ltd. Egypt.
To find out what Optism can do for advertisers and mobile operators, visit optism.com