It is a high-stake game, the slew of promotional affairs unleashed by brands looking to earn extra points, mileage and goodwill from Cricket World Cup. And every brand worth its value and customers will make sure their message reaches out. They all want to become synonymous with the real game, cricket, and they all talk about empowering the customer. Obviously, it is only some of the ideas that work, while the others fall by the wayside. Time will tell which ones worked this time around!
Hartwin Feddersen, director – Marketing, adidas India, talks to Zainab Morbiwala about the World Cup theme at adidas India.
Q. How do you propose to generate World Cup-related excitement for your brand? Also, how will you associate the brand with cricket?
Ans: At adidas, we are very excited about the Cricket World Cup and have introduced the Authentic Fan Range. The special range has been developed to give a physical dimension to the Blue Billion campaign, to create one singular voice of an entire nation which will help cheer the team to victory at the World Cup in West Indies!
It is the first time that adidas has a cricket-specific fan range. This unique initiative is a reflection of our commitment to the Indian cricket fan. It offers adidas the perfect platform to strengthen its domination in the sport.
Q. What is the merchandise-packaging-message mix?
Ans: The range is for die-hard cricket fans – who live and breathe the sport and whose only desire is the Indian cricket team’s victory. The young and trendy collection includes tee shirts, jerseys, scarves and a host of accessories for men and women. The range is designed in shades of blue and white, and features adidas-patented technologies like ClimaLite®. It is priced between Rs 449 and Rs 1,049, and is available at over 200 multi-brand and adidas exclusive outlets across the country.
The basic idea behind the range is to give Indian cricket fans an opportunity to sport their solidarity for the Indian team by wearing the Authentic Fan Range.
Q. What is the USP to stand out amid the clutter of promotions by competitors/official sponsors of the Cup?
Ans: The USP behind adidas’ Authentic Fan Range is that it celebrates the passion that fans have for the game of cricket and offers them an opportunity to showcase their solidarity in supporting the Indian cricket team. The collection is for one billion Indians who want to see their team bring back the World Cup home. In other words, it is not about the players, it is not about the stars – it is only about fans and their love for the game.
Q. What kind of promotional activities have you launched, and which media channels are you tapping?
Ans: We are promoting the range aggressively through a multi-media campaign, which includes in-store advertising, the internet and a host of on-ground activities across various cities. Brand activation like the launch of mega jerseys across the country are being used to further create excitement by letting Indian fans interact directly with the adidas brand. Consumers are encouraged to write personalised messages to their team. We plan to send the jerseys to Indian cricketers in West Indies so that they can experience their fans’ love and best wishes first-hand. In terms of retail and online initiatives, we have the innovative ‘How blue are you?’ campaign to bring alive the store ambience with Blue Billion.