We, as a team, wanted to focus on environment issues through our promotional campaign. At the same time few of the team members wanted to attract young generations through ‘style’. Nokia did not link up with the environment so we dropped that one. It was hard to decide between the remaining two so we thought of coming up with an exciting new concept. A joint venture of adidas and vespa i.e. vespa hybrid scooters equipped with adidas accessories (helmets, gloves, covers of accelerator and brake controls etc.). Adidas had dedicated a small area at the adidas store for the display of new vespa hybrid vehicles. The idea incorporates both the environment friendly qualities of vespa hybrid scooters and the style of adidas in it. In the promotional campaign, we had to highlight the attributes of both the products and somehow link up the two.
The next step was to devise a strategy to introduce the product to the customers and grab their attention. The idea was to start off with a few punch lines that can serve as teasers for the people that enter the Oxford Street where the adidas store is located. Businessdictionary.com states (n.d.) that ‘purpose of teasers is to arouse widespread attention, and build excitement and expectations through consumer curiosity. For teaser ads to succeed, they must be widely publicized’. Along with the teasers, two or more printed ads were also to be displayed along the walkways. The printed ads would have stylish images of vespa scooters with drivers wearing adidas accessories highlighted using proper colour schemes. We also decided to put up video ads at a place in the street which was easily visible to all the visitors roaming around in Oxford Street. With these advertisements in place, visitors would be attracted towards the adidas store to have a look at this new product on display. Within the store, the posters will tell the visitors that new hybrid vespa scooters consume 20% less fuel and