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The action released by Adidas is reminiscent of other similar campaigns, only full of criticism such as “Night Owls” from Samsung.
studies like “The State of Personal Commerce” realize how important a good insightto come up with a correct communication strategy.
The value of Adidas in the market of apparel has placed the brand in key scenarios, such as the sports apparel.
an announcement of adidas showed the risk for the women to go out to run to the street and of eveningan insight that reminds us of the challenge that exists in creativity in these situations and how the consumer no longer only asks for facts to be made visible, they ask for action from brands in the face of these phenomena.
The fact identified by the German brand reminds us how important it has become to know how to identify insights to create relevant campaigns. It is so important to find the insights correct to launch a communication strategy, which studies as “The State of Personal Commerce” show that four percent of consumers surveyed considered that a poor or irrelevant communication strategy led them to lose trust in brands.
a royal announcement
adidas resorted to TBWA Neboko to launch a campaign where an unfortunate insight stands out among the runners and it is the risk of going out to the streets to exercise, for which the measures they carry out to be able to have physical activity are manifested.
“We create The Ridiculous Run to raise awareness of the ‘ridiculous’ realities women face every time they go for a run and to encourage men to educate themselves on the issue and learn what it takes to be an ally. From wearing a single earphone to full protective gear, the film asks what a ‘safe’ career is like for a woman and calls on the community to help change the current reality,” the campaign explains in its description.
Within the advertising piece we see a small group of women prepare their phone with the route to run and then go out into the streets while they are escorted by an entourage of police cars, men on motorcycles and even a woman riding a horse.
After the publication of the campaign, the comments have not been long in coming and in them it is realized that safety for women while running is an important issue to resolve, since they are alone in situations they face, while other users like Beatriz Bernal described the ad as positive, but they hope that the brand will not only campaign on this situation, but actually take action on it, against what it is denouncing.
This is not the first time that a brand resorts to a night scene in which a woman runs, in fact, a campaign with this concept and that was titled “Night Owls” caused trouble to samsungbecause it showed a woman who stops at two in the morning to run, equipped with smartphone and accessories of the brand, making it seem that it was a daily and ordinary situation for women to be able to go out on the streets at this time and exercise, for which criticism was unleashed against the brand, by not evidencing the reality of the risks they face women when they exercise in settings such as the street and at night.
the campaign of adidas and previously that of samsungthey took the night and the women running at this time as insight to tell stories, what is patented in both cases is that while the German brand denounces the risks that are run and the Korean brand forgets to mention them, the consumer sees in these pieces, that it is necessary to take action against the risk of women exercising in this scenario. They no longer only ask brands to make situations visible, they ask them to take action.
