2014 FIFA World Cup: Has Adidas missed the goal of branding?

2014 FIFA World Cup: Has Adidas missed the goal of branding?
SHARE
THIS


What best describes you?

Has Adidas’ FIFA 2014 campaign ‘All In Or Nothing’ missed the mark? Pippi Redden and James Martin from Ehrenberg-Bass Institute investigate

All eyes are on Brazil for the 2014 FIFA World Cup, where official FIFA partner and sports giant Adidas is one of many brands using the opportunity for global exposure. However the highjacking attempts have already started, as rival giant Nike demonstrated by launching their initial FIFA World Cup advertisement over one month earlier than Adidas, beating them to the punch. With little difference in creative content between the rivals’ advertisements, Adidas is left exposed to being hijacked by Nike on the world stage.

On May 24, Adidas marked the start of their ‘All In Or Nothing’ 2014 FIFA World Cup campaign, with the official video advertisement titled ‘Leo Messi’s World Cup Dream’. Adidas Global Marketing Brand Director Tom Ramsden commented:

“We are incredibly proud of this film and the entire ‘all in or nothing’ campaign. By bringing together the creative powers of Fernando (Meirelles), Cassiano (Prado) and Kanye; and combining them with the best players in the world, we present a unique, fresh and authentic view of the World Cup that only Adidas can deliver.”

https://www.youtube.com/watch?v=jR1XQsCiAKE
While the creative content of the film should be applauded, the problem with Adidas’ video content is that Nike took the same approach on April 1. Their film starring Cristiano Ronaldo, Neymar Jr. and Wayne Rooney, similarly featured high profile players under pressure and in preparation for the major event. This similarity in creative content leaves the task of effective branding resting on the distinctive elements of each brand; the Nike ‘swoosh’ and Adidas’ ‘three-stripes’.

Research from the Ehrenberg-Bass Institute shows that advertising avoidance is widespread. Studies show that 1/3 of viewers actively avoid advertising, 1/3 passively avoid it and only 1/3 actually watch the content. Active avoiders remove themselves from the room or change the channel, while passive avoiders remain in the environment but only give the advertisement their partial attention. This ‘rule of thirds’ means that if a brand is not instantly recognisable, it can be misattributed to competitors, as most viewers do not actually watch advertisements. They tend to engage in other activities, such as making a cup of coffee or surfing the Internet. Marketing Science shows us that to cut-through and get noticed, distinct branding is of paramount importance.

Adidas has positively leveraged its history of FIFA World Cup sponsorship in the creation of the ‘All In Or Nothing’ campaign, but assumes that viewers are innately familiar with their brand. Adidas has relied on its long association with the three-stripe pattern in this video, however the pattern and brand name do not appear prominently together on-screen until the end of the advertisement. By this time, both passive and active avoiders (two thirds of the audience) are not paying attention to the content and could easily have misattributed the video to Nike or FIFA. Nike has higher mental availability in consumer’s minds, making Adidas less likely to be instantly recognised.

To be considered a distinctive brand asset, the branded element must be widely known and not associated with other brands. For Adidas, their ‘three-stripes’ must evoke the brand name without prompting for close to 100% of consumers. Compared to the Nike ‘swoosh’, the Adidas three-stripe has a way to go in terms of recognition. Adidas must invest in advertising their logo and distinctive elements clearly and consistently, in order to become prevalent in consumer’s minds and distinct from their competitor. In other words, let the consumer know that it is unmistakably Adidas kicking goals this FIFA World Cup season.

 

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]