Adidas World Cup Campaign

Media Efficiency Study

UK & Spain, July 2010
 Background and Objectives

The adidas World Cup ‘Quest’ campaign ran for

the duration of the World Cup in 15 markets
across Online, Print, TV and OOH channels.

It was kick started on June 11th, the opening

day of the World Cup, with a one day YouTube
masthead campaign as well as heavy presence
across core social network environments.

The key objectives for the campaign were to

‘win the World Cup’ in core digital channels that
were heavily consumed by the target audience
and to become the most talked about sports
brand of the 2010 World Cup.

This research study was conducted in the UK

and Spain by MetrixLab to understand the effect
of the masthead and how it impacted upon
people’s perception of adidas and its association
with the World Cup.
Methodology

Step 1 Step 2 Step 3

MetrixLab cookies are dropped
and updated every time adidas
masthead appears on YouTube
homepage.
During the campaign, a random
sample is drawn from the visitor
population of the sites where the
campaign is running.
When a questionnaire is later
completed, the survey software
checks for presence of cookies.
In analysis, the results are
compared for exposed vs.
unexposed respondents

Sample Size UK
458 Unexposed, 388 Exposed

Sample Size Spain

564 Unexposed, 370 Exposed
UK Results
 The YouTube campaign had strong cut-through
• Those exposed to the campaign on YouTube had strong recall of seeing the campaign there –
YouTube had good cut through despite a strong multimedia campaign
Advertising media recall

Unexposed to YouTube (458) Exposed to YouTube (388)

82%

74%
67%
65%

53% 52%
47%
42%

24%

13%
10% 9%

TV Internet YouTube Outdoor In store Not seen any

Significant increase (95%)

Q: Please indicate in which media you have seen, heard or read advertising for adidas. UK results only
 The masthead on YouTube delivered excellent
recognition for the adidas campaign, nearly double the
MetrixLab benchmark
Ad recognition
(Exposed respondents)

No,
16%

Maybe,
21%
Yes,
63%

Recognition is significantly higher than

MetrixLab benchmark of 35%

UK results only
 And it significantly increased the association of
adidas with the World Cup

Top of mind and

spontaneous association

Unexposed (458) Exposed (388)

52%

41%

21%

8%

Top of Mind Association: adidas Spontaneous Association: adidas

Significant increase (95%)

Q: When you think of the World Cup which brands come to mind?
Top of Mind Association: First mention, Spontaneous Awareness: All mentions, UK results only
 The masthead also drove positive brand image
association

adidas brand image association

Unexposed (458) Exposed (388)

86% 85% 85%

80% 81%
79%

65%

56%

This is a current brand This is a brand used by World This is an innovative brand This brand is linked to the
Cup stars World Cup

Significant increase (95%)

Sort top 2 (Agree, Completely Agree), UK results only
 Actual YouTube search volumes demonstrate a huge
increase in brand searches at the time of the homepage
takeover
• According to Nielsen analysis, those exposed to the campaign conducted 93% more searches on the World Cup and
Adidas on Google and other search engines than those who did not see the campaign

YouTube Search Query Volume

Keyword: adidas, Country: UK
Adidas Masthead Campaign
& World Cup Opening Day

Champions
League Final

Source: Google Internal Data

 100
200
300
400
500
600

0
1/2/2010

1/9/2010

1/16/2010

1/23/2010

1/30/2010
Period: Jan-Jun 2010

2/6/2010

2/13/2010

2/20/2010
Weekly number of messages

2/27/2010

3/6/2010

3/13/2010

3/20/2010

3/27/2010

4/3/2010

4/10/2010

adidas
4/17/2010

4/24/2010

5/1/2010

5/8/2010

5/15/2010

5/22/2010

5/29/2010

6/5/2010
YouTube HPTO

6/12/2010

6/19/2010
days after the YouTube homepage takeover

6/26/2010

7/3/2010

7/10/2010
Buzz around Adidas was at its highest point two

7/17/2010

7/24/2010
Source: Nielsen BuzzMetrics
Spain Results
 The YouTube campaign had strong cut through
• Those exposed to the campaign on YouTube had strong recall of seeing the campaign there –
YouTube had good cut through despite a strong multimedia campaign
Advertising media recall
Unexposed to YouTube (564) Exposed to YouTube (370)

91%
89%

78% 78%

68%
66%

56% 57%

23%

11% 5% 3%

TV Internet YouTube Outdoor In store Not seen any

Significant increase (95%)

Q: Please indicate in which media you have seen, heard or read advertising for adidas. ES results only
 The masthead on YouTube delivered excellent
recognition for the adidas campaign, nearly double the
MetrixLab benchmark

Ad recognition
Exposed respondents

No,
18%

Maybe,
17%
Yes,
65%

Recognition is significantly higher than

MetrixLab benchmark of 35%

ES results only
 And it significantly increased the association of
adidas with the World Cup

Top of mind and

spontaneous association
Unexposed (564) Exposed (370)

68%

59%

35%

25%

Top of Mind Association: adidas Spontaneous Association: adidas

Significant increase (95%)

Q: When you think of the World Cup which brands come to mind?
Top of Mind Association: First mention / Spontaneous Awareness: All mentions, ES results only
 The masthead also drove positive brand image
association

adidas brand image association

Unexposed (564) Exposed (370)

91%
86% 87% 87%
83% 84% 83%
78%

This is a current brand This is a brand used by World Cup This is an innovative brand This brand is linked to the World
stars Cup

Significant increase (95%)

Sort top 2 (Agree, Completely Agree), ES results only
 In Spain, masthead exposure boosts awareness of
the F50i product

Product awareness
Unexposed (564) Exposed (370)

74%
69%

44%
38%

adidas F50i: Awareness (Top 2) Product familiarity - adidas F50i (Top box)

Significant increase (90%)

Significant increase (95%)
Q: Which of the following best describes how familiar you are with each of these brands of football boot?
Familiar know it well / Only know it by name / Never heard of it, ES results only
 Actual YouTube search volumes demonstrate an
increase in brand searches at the time of the
homepage takeover

YouTube Search Query Volume

Keyword: adidas, Country: ES

Champions
League Final
Adidas Masthead Campaign
& World Cup Opening Day

Source: Google Internal Data