[youtube]https://www.youtube.com/watch?v=z01w7kSkDbg[/youtube]
I found this video is really interesting although I am not a big fan of Adidas’s soccer products. They hired a bunch of famous soccer players to film an action soccer tournament. Players are playing on very thin steel tracks and trying to score goal. This video is implying that even in terrible situations, Adidas’ products could still assist you to play well. This also matches their mission statement, “Impossible is Nothing”.
The marketing strategies used in this video are basically aspirational and cognitive component. Hiring famous players and ask them to perform their tricks and skills. Plus, filming the players playing on rough surroundings, thin steel tracks. In this video, adidas is trying to persuade customers that they would still be able to play well in rough environment as long as they own a pair of Adidas soccer footwear. Thus, customer would believe Adidas has good quality and might want to try it on.
lastly, using mission statement “Impossible is Nothing” further triggers customers’ passion and big heart in soccer, and makes them imagine themselves playing good soccer in a pair of nice Adidas footwear.