2014 FIFA World Cup: Has Adidas missed the goal of branding?
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.
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.