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‡ The Sales Process
‡ The Client brief
‡ The Strategy
‡ The product
‡ The Creative process
± A look at the campaign creatives
‡ The Support
‡ Campaign Performance
‡ SWOT Analysis
‡ Our Learning's..

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‡ Product category: Sports shoes & gear

‡ Industry: Sports & Fashion
‡ Campaign Period: 1st February ± 31st July 2005
‡ Target country: India

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‡  
 

± Various sponsorship pitches were made to the client regularly
‡ However, the client was reluctant to consider the same. They were
not keen on branding & did not believe in Internet as a sales
medium either
‡ Client belief ³Adidas is a already a big brand & Cricinfo couldn¶t
much more for it´

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‡   


± No media budget for promotional or brand activities (offline & online)
±  
± Barter deals were the order of the day.
± According to them ³Cricket beyond TV did not fetch desired eyeballs & TV was
too expensive´.
± Online Media not considered effective and has no influence on decision making
± Hence no monies were assigned for digital media.
‡ Severe adversity against Internet as a Medium
±  !


± Innovative ad tools which is very common in the internet media and is currently
being offered by the Indian portals for e.g: Expandable banners, transitions etc
(These are not applicable on Cricinfo due to the fact that we work on Iframes)

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‡ 


  
 

± 
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± Synergized our pitch with the Launch of the new ³Sachin Master
blaster shoes´.
± A clear cut direction to them« ³If the campaign does not work
within 2 months they can pull it out´.

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‡ Synergy with the Adidas Brand Ambassador %

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‡ Campaign to focus on the launch of their new cricket shoes-

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‡ Introducing a high end sport shoes to our audiences± # 

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‡ Capitalising on the key strengths of our site in order to build a highly

valued & rich content oriented product that would be of interest to
our audiences and which could also be well associated with the
brand
‡ A 360 degree communication plan to promote the brand on the site

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‡

 .
± A complete zone on Sachin Tendulkar with a huge archive of statistics &
records
± To provider greater excitement and build more interactivity, we included
a whole lot of exclusive downloads (photographs, Screensavers, e-
cards and contests)
‡ )  # /
± In keeping with the brand communication, an ³impossible is nothing´
zone featuring other popular sport icons was also created.
‡

 

± An exciting trivia contest on Sachin Tendulkar was created. This helped
us in further building on the association of between Sachin and adidas
‡ 
  
± Brand and promo creatives to effectively promote all the above across
our website

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‡ 0 

± Innovative design in keeping with the core brand values
± Cool and fresh design
± Good synchronisation between site layout and branding
‡  
± Absence of a defined creative brief from client
± Absence of any support on brand creatives
± Constant alterations and revisions in creatives as per the client¶s
requirements

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‡  

± Creating a new zone with complete branding
± Creating a look and feel that is a good fit between the requirements of
the brand and that of our site design
± Creative ad tools for promoting the brand, the zones, and the contests
± New and exciting e-mailers from time to time
‡ 
 
± Constantly innovating on the site design «introduction of a complete
flash version of the zone to make the same even more exciting and hip
± Regularly updating content and creative designs to keep them fresh and
exciting

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‡ Implementing the campaign after the deal was signed in co-
ordination with Production, Sales team and Agency/Client
‡ Handling issues with creatives in co-ordination with Creative
agency/Falk
‡ Efficient Management of the whole activity
‡ Effective inventory planning with peak bursts during match days
‡ Regular monitoring of campaign and tweaking things to better
performance
‡ Keeping track of the campaigns on a day to day basis
‡ Sending reports at the end of all India series¶ and Key Non-India
series¶
‡ Compiling reports at the end of the campaign

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± Brand fit
± Timing of the whole campaign coinciding with their new product launch
and that of a great cricket season
± Good creatives which helped us maintain the brand imagery and
thereby assisted in better brand recall
± Offline support ( with a good offline media plan)
‡ 
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± Importance of creating innovative products and their effectiveness in
building positive brand value and brand awareness
± Focusing on strengths of a medium helps in building better strategies
± Fresh and creative approach helps in building exciting products for
brands which can be later reproduced for other brands in the same
categories or with same goals

Future deals been worked out..Adidas set as an example

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