adidas_MSN Messenger game


	This is a brand new and innovative digital advertising campaign through a very on-target digital communication platform of target audience groups - MSN Messenger. The overall campaign drives impressive and great campaign results and audience interaction through brilliant ideas, excellent site design and strategic media execution and negotiation.

	After great success via via 2006 World Cup to maintain football leadership position, incremental growth of football products of adidas in 2007 is received through the sell in. However, competitors especially Nike is closing the gap with adidas according to consumer and retail researches. Also key assets (football players), for example, Beckham and Zidane, are on the decline. Hence, the key challenge for adidas football in 2007 is “How can we maintain the football leadership position and further boost sell through in 2007 ?” Marketing objective -To maintain the leading role in football segment after World Cup 2006 through innovative way of digital communication to target audiences - To reinforce the brand awareness of two football product ranges - Predator and F50+ and new set-up of football players through brand new media platform - To encourage involvement of target audiences through digital interaction with adidas football campaign to win a chance to attend the global Finale in Spain Target audience groups Core - People 12 to 24 football crazy teens, male-skewed Secondary – Other football players and lovers

	-From local syndicated research (Nielsen Media Index) and Young Asian Study 2006 (Synovate) proven that MSN Messenger is third highest internet usages of core target audience groups right after email and search - Explore cutting edge ways to communicate and to induce interaction of target audience groups besides standard display or rich media advertisements Achieve economy of scale in deploying MSN Messenger on adidas football through annual media commitment negotiation between adidas and MSN in Hong Kong

	The ideal platform Being the most popular instant communicator, MSN Messenger provides an excellent platform for teens to stay, to chat, to share and to play game Head-to-head Game Create a real time online challenge for target audiences to play head-to-head game with each other This online challenge contains 5 mini games; all of them are associated with key football skills of the two adidas football product ranges - accuracy, speed, power and football wisdom. Challenge a friend to improve the win-loss percentage so as to be a top scorer. For better result, audiences need a stronger team. Having a strongest team, they need the strongest players, that is why another key objective of the game is to keep challenging friends, to win over them and to collect as many footballer cards as they can The Finale In order to win a chance to attend the summer Finale which held in Spain, audiences are required to be the top scorers during the campaign period


	Pageview(game) – over 100,000 Game participants – over 13,000 Finalist – about 50 Ad – over 8.8 million impression and 16,500 clicks