Adidas se met sur la route

Rien de mieux qu’une bonne vieille recette remise au goût du jour pour fidéliser ses clients et en attirer de nouveaux.

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La griffe aux trois bandes a imaginé un combi Volkswagen customisé et rajeuni pour présenter sa nouvelle gamme de vêtements et d’accessoires dédiée au skate. La camionnette habillée de graffitis parcourt Sao Paulo au Brésil et s’ouvre à la rue pour présenter les dernières nouveautés.

Avec l’avènement du virtuel, cette idée de démarchage ambulant fait renaître des techniques de vente considérées comme «has been». L’intérêt de véhicules habillés aux couleurs d’une marque est de provoquer un échange et de susciter un moment de connivence avec un consommateur dans le but de le transformer en client. Adidas veut ainsi montrer qu’elle est un véritable univers et un lien affectif avant d’être un nom ou une addition de produits.

La tendance ambulante serait-elle en train de s’affirmer comme une technique de communication à part entière? Il y a quelques mois, Nike avait lancé un van du même acabit à la rencontre des joggers américains. Le street marketing reviendrait-il en force?

Source: Influencia

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