Glenn Smith
Aug 13, 2008

Feature... The consumer connection

Hands-on consumer experiences are driving sales in the region across an increasing variety of retail formats.

If there were an X-Games category for extreme branding, the adidas marketing assault in China would surely win the gold. Not only has the German sportswear company budgeted a reputed US$200 million for Olympic sponsorship rights and supporting advertising campaigns, it has also been adding two new adidas stores a day across China, pushing the total to 4,000-plus locations in 540 cities before the start of the opening ceremonies.

Topping it all, however, was the...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservice@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5222
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Why QSR brand top the social media foodchain
Premium
4 hours ago

Why QSR brand top the social media foodchain

And the "nugget" other industries can take away from their success.

Premium
Durex challenges sexual norms in major brand relaunch
Premium
4 hours ago

Durex challenges sexual norms in major brand relaunch

Brand will 'take a stand for sex' in its global marketing and communications.

Premium
Kraft Heinz puts ad agencies on alert with pledge to cut roster from 36 to 19
Premium
4 hours ago

Kraft Heinz puts ad agencies on alert with pledge ...

Food giant will also increase working media spend by 30%, with even bigger boost for key brands.

Premium
Lowe Lintas to handle Hershey's India
Premium
4 hours ago

Lowe Lintas to handle Hershey's India

The agency's Mumbai office will handle the mandate.