MORE THAN ADVERTISING

Another great example of how a brand can reach out the people without wasting money on media . Instead of trying to compete with the big brands like Nike, Umbro, Adidas, and Puma via TV, print, POS or big sport events Nomis went directly to those who are actually using their products.

The agency Johannes Leonardo developed the Nomis Vanguard – a retail concept on wheels. They equipped a van with a mobile retail store and drive from sports club to sports club to give the local players the chance to test their products straight away. What I really like ist that the people who actually drive the cars are  coaching or playing football themselves. They can give useful tips and insights to the people testing the shoes instead of doing a stupid promotion only for the money.

In Europe are over 200 million registered footballers and in over 300 thousand clubs. This is a huge opportunity for Nomis. With campaigns like that the brand is not only creating a base of customers, but more important real fans and loyal believers.

via Brendan Miller – The Armory

Tags: adidas, Armory, Brand, Brendan Miller, campaign, concept on wheels, customer, football, Johannes Leonardo, local players, Nike, Nomis, promotion, sports club, Vanguard

Dieser Artikel wurde am Mittwoch, 20. Mai 2009 um 17:20 veröffentlicht und ist abgelegt unter INSPIRATION. Du kannst die Antworten zu diesem Artikel mit Hilfe des RSS 2.0 Feeds verfolgen. Du kannst eine Antwort hinterlassen oder einen Trackback von deiner Seite aus senden.