Ch.17 Advertising and Public Relations

Evidently products don't sell themselves no matter how succesful or well known a product or company is. For Adidas launching an ad campaign packed with pro athletes, pop stars and an overdose of adrenaline provides us at Adidas with a competitive edge over our competitors.

How about a constant reminder every time you commute to and from work that also acts as a stress/tension reliever. Adidas new ad campaign which boasts the title of "The first advertisement in history you can kick, punch, and trample at will." If you've never experienced a Chinese subway, you might not understand the magnitude of this. Adidas has installed punching bags in Chinese subway stations. You're supposed to relieve the stress of commuting by punching or kicking the bags. "Every year you have to wait on the platform for about 1,824 minutes. Don't waste your time, come and have some punch!" Critics applaud Adidas and suggests that this new gimmick is pure genius and agreed that there isn't a better way for a major brand to engage its audience than letting them sink a few fists unto a post.

The slogan printed on the punching bag when translated says: ‘Every year you have to wait on the platform for about 1,824 minutes. Don’t waste your time, come and have some punch !’

Adidas has already captured the attention of its target market, there ad campaign is basically in place to remind the target market of Adidas' existence and what we have to offer. Majority of the companies ads are a great example of institutional advertising, this advertising concept aims to enhance and pro-long the reputation that Adidas has built throughout the years.