Infinite Possibilities… in a Shoe

Engaging with the target means talking about what they are interested in, not what you want them to hear.

Every week I have a column on Marklives.com (Africa’s premier marketing and advertising industry site) where I pick one ad from the current crop as my ‘Ad of the Week’. This time the laurels go to Adidas and agency Andpeople, for a campaign called ‘Infinite Possibilities’.

Much like Red Bull, Adidas is going the route of producing content — and not only online content, but events and happenings — that engage with its audience. The younger set is increasingly “switched off” from conventional advertising, so brands need to come up with new ways of engaging with this demographic. It’s about having a brand presence without shoving it down the target market’s collective throat: read more here.

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