Long live (local) sport
Article Abstract:
Adidas' philosophy in signing an unprecedented three-year sponsorship agreement with the Canadian Football League (CFL) in 1998 is that the Adidas brand is all about the love, rather than the hype, of sports. It was crucial for the company's advertising agency to create a unique image for the company that reflects its values, personality and association with the CFL, which is the only major professional sport in Canada that is uniquely 'Canadian.' At the same time, Adidas' advertising had to project its support for Canadian football to a very targeted audience: hard-core, athletically minded, mostly male CFL fanatics aged 18-34 years old.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Showing who's Number 1
Article Abstract:
Grand and Toy has been the leading Canadian office products supplier since 1882, yet its image has not matched its success in the industry. The company enlisted the services of Harrod and Mirlin/FCB to create an eight- week television campaign to reflect its leadership image and its position in the office products industry. Four, 15-second TV commercials and a 30- second spot based on one of the 15-second TV ads leveraged Grand and Toy's strengths in a humorous manner to adults aged 25-49 years old. Reports from the company's sales force about customer feedback on the TV spots have been quite encouraging.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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A very big splash
Article Abstract:
The Montreal office of Cossette Media created an impressive advertising presentation for Nike Canada's Air Brazen cross-training shoe. The campaign was nominated at the recent Cannes Advertising Festival in the "Best use of outdoor" Media Lion category. Targetted at teenagers 12 to 17, the ad was presented in the Montreal Metro featuring track and field athlete Bruny Surin. Decals of Surin appeared on Metro's walls showing Surin in action in a basketball court, a soccer field and a rock-climbing wall.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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