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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 MetrixLab cookies are dropped and updated every time adidas masthead appears on YouTube homepage.

Sample Size UK 458 Unexposed, 388 Exposed Sample Size Spain 564 Unexposed, 370 Exposed

Step 2 During the campaign, a random sample is drawn from the visitor population of the sites where the campaign is running.

Step 3 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

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% 65%

67%

53%

52%

47% 42%

24% 13%

TV

Internet

YouTube

10% Outdoor

Significant increase (95%) Q: Please indicate in which media you have seen, heard or read advertising for adidas. UK results only

In store

9%

Not seen any

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

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

Spontaneous Association: adidas

The masthead also drove positive brand image association adidas brand image association Unexposed (458)

86%

Exposed (388)

85%

85%

81%

80%

79%

65% 56%

This is a current brand

This is a brand used by World Cup stars

Significant increase (95%) Sort top 2 (Agree, Completely Agree), UK results only

This is an innovative brand

This brand is linked to the World Cup

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

7/24/2010

7/17/2010

7/10/2010

7/3/2010

6/26/2010

6/19/2010

6/12/2010

6/5/2010

5/29/2010

5/22/2010

600

5/15/2010

5/8/2010

5/1/2010

4/24/2010

4/17/2010

4/10/2010

4/3/2010

3/27/2010

3/20/2010

3/13/2010

3/6/2010

2/27/2010

2/20/2010

2/13/2010

2/6/2010

1/30/2010

1/23/2010

1/16/2010

1/9/2010

1/2/2010

Buzz around Adidas was at its highest point two days after the YouTube homepage takeover

Period: Jan-Jun 2010

Weekly number of messages YouTube HPTO

500

400

300

200

100

0

adidas

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% 66% 56%

68%

57%

23% 5%

11%

TV

Internet

YouTube

Outdoor

Significant increase (95%) Q: Please indicate in which media you have seen, heard or read advertising for adidas. ES results only

In store

3%

Not seen any

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

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

Spontaneous Association: adidas

The masthead also drove positive brand image association adidas brand image association Unexposed (564)

Exposed (370)

91% 83%

87%

86%

84%

87%

83% 78%

This is a current brand

This is a brand used by World Cup stars

Significant increase (95%) Sort top 2 (Agree, Completely Agree), ES results only

This is an innovative brand

This brand is linked to the World Cup

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)

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

Product familiarity - adidas F50i (Top box)

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