all in, la nouvelle campagne de communication globale d’adidas

Aujourd’hui, mercredi 16 mars 2011, adidas va révéler sa nouvelle campagne de communication globale, qui pour la première fois est basée sur les atouts d’adidas Sport Performance, d’adidas Originals et d’adidas Sport Style, afin d’offrir l’aperçu le plus global et varié de la marque.

La campagne mettra en valeur la présence caractéristique d’adidas à travers différents sports, cultures et modes de vie, en fusionnant les mondes du sport, de la musique et de la mode. Saisis en action dans leur environnement naturel, les ambassadeurs de la marque comme les stars du football Lionel Messi et David Beckham, la star de la NBA Derrick Rose, en passant par l’icône pop Katy Perry ou le chanteur B.o.b., l’équipe de skateboard adidas et bien d’autres encore, montreront à leur manière que quand on aime le jeu, quel qu’il soit, on donne tout : all in

Pour Erich Stamminger, responsable des marques adidas, le concept créatif  « rassemble la diversité de la marque sous un seul et même chapeau. Des terrains aux défilés de mode, des stades à la rue, nous nous affirmons de manière authentique avec la crédibilité qui n’appartient qu’à adidas ».

Réalisée par Romain Gavras, la campagne est construite autour d’un spot publicitaire de 30 et 60 secondes pour la télévision et le cinéma, ainsi qu’une version longue de 2 minutes pour Internet, qui vient tout juste d’être publiée, alors enjoy! (Vous aurez reconnu la bande son extraite du nouveau son de JUSTICE, Civilization)

La campagne se déclinera aussi sur les réseaux sociaux (facebook & twitter), le mobile, les points de vente, le print et l’événementiel, avec un premier événement prévu cet après-midi à Marseille, en présence d’ambassadeurs adidas.

Du beau travail, il est rare de voir une marque être capable de regrouper tous ses territoires sportifs dans une seule et même campagne globale de communication et marketing sans perdre en sens et en cohérence. Je n’ai jamais eu la sensation dans ce film publicitaire que l’on s’adressait en particulier aux fans de football ou aux fans de basket ou encore aux fashionistas ou aux musiciens… Regrouper les différentes cibles sous un chapeau unique, le challenge était fixé et adidas a tout donné pour au final produire du contenu de qualité! Plus que regrouper les différents territoires, adidas montre à travers cette campagne que la marque conçoit ses clients, ses cibles comme une communauté unique de fans de marque. La fin de la segmentation pour la marque aux 3 bandes?

Même si dans le Sport Performance, tout donner est une obligation, facilitant, je pense, l’exercice en communication, la traduction de « adidas is all in » dans le lifestyle (SportStyle et Originals) sera intéressante à voir et vivre tout au long de l’année, avec, je l’espère, un investissement conséquent dans l’événementiel, seul canal offrant une réelle capacité d’exprimer et donner vie au concept créatif au plus grand nombre!

Comme Nike avec Write the Future, adidas a mis le paquet (on annonce un budget multiplié par 2 pour cette campagne vs la précédente) avec un focus sur le digital (cf. habillages de la home de l’Equipe et d’Orange.fr) et les média sociaux.

Autant j’avais pu crier sur tous les toits que Nike avait regagné mon coeur en terme de communication avec ses spots bluffants, j’ai l’impression qu’adidas a décidé d’aller « all in » pour rattraper Nike…

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