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Beckham before encouraging them to submit
their own ‘Impossible is Nothing’ tales of personal
triumph over adversity. A vote decided the
winning story, which was transformed into a short
animated fi lm and posted on the site.
Key Results
Winning reach
150,000 page views, ten times the average
number for Windows Live Spaces blogs, gave the
campaign the reach it needed to come out on top.
Getting the message across
Online ad awareness rose 32 percentage points
amongst those exposed to the campaign, with
message association up 35 percentage points.
Brand champion
The perception of adidas as ‘the most innovative
among sports brands’ increased by 29 percentage
points; the perception of the brand as ‘the coolest
among sports brands’ rose 23 percentage points.
Converting chances
Purchase intent increased by 23 percentage
points amongst those exposed to the campaign.
“Windows Live Spaces is an ideal platform for getting personal
with users because it allows user participation in discussions,
content sharing, and posting of comments.”
ADRIAN SIU, General Manager, adidas Hong Kong Limited
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