What is king of the road 2012 campaign about?
King of the Road is an event organized by Adidas, a sport company. This event is held at Sunway Pyramid on 9th September 2012. This event held is to celebrate the sport brand`s latest global “one brand” campaign entitled “Adidas Is All In” (Neo, 2012). http://www.2da6s.com/2012/04/adidas-king-of-the-road-2012/ . This race is hosted by a sport company which known as Adidas. Its purpose is to celebrate the sport brand`s latest global “one brand” campaign entitled “Adidas Is All In” (Neo, 2012). http://www.2da6s.com/2012/04/adidas-king-of-the-road-2012/ This campaign concept is about to throw away all the boundaries of money, frame, geographic, gender and age to showcases that passion unites us (Runwitme, 2012). http://runwitme.blogspot.com/2012/04/first-look-adidas-king-of-road-2012.html This event will be held on several countries which are Thailand, Singapore, Philippines, and Indonesia. This campaign is using the main four global brand endorse of their product to run this event which is Lionel Messi know as World Player of the Year, football celebrities David Beckham, basketball player Derrick Rose and pop icon Katy Perry. The theme for this year event is about “COOL”, which representing the new Adidas running shoes which is the Clima Cool.
This event is to mean for all the runners that who want to challenge themselves by creating a new achievement that may offers runner memorable experiences and an opportunity to get all together and achieve personal targets. According to the recently statement by Health Minister Datuk Liow Tiong Lai that overweight and obesity among the Malaysians people are needed urgent attention again the illustrates public on this problem. “The Health Minister has voice out the prevalence of adult obesity in Malaysia had more than tripled with four out of every 10 Malaysians above 18 years of age are now being either overweight or obese” (Markah, 2008). http://warkah.com/overweight-obesity-malaysians/ Any person who has Body Mass Index (BMI) which is our weight divided with our height the amount is in between 25.0-29.9 is consider overweight and between 30.0-34.9 is consider obesity. So Adidas Company know about the citizen in the country is having this problem. They are having this event to try to bring all the people into a healthy life and train them to be active in sport and exercise for their health (Running Enthusiast, 2012). http://www.marathon.ph/adidas-king-of-the-road-kotr-2012/ REGISTRATION
The Adidas king of the road 2012 is open to all the participants which is age 18 and above and consists of two categories which are close and open. For the close categories is for men and women Malaysian citizen or permanent citizen while open categories is for men and women which are international participants. Below is the schedules info for race categories. Code | Distance | Category | Age Qualification | A | 16.8 km | Men Closed ( Malaysian ) | 18 years and above ( 1994 ) | B | 16.8 km | Women Closed ( Malaysian ) | 18 years and above ( 1994 ) | C | 16.8 km | Men Open ( International ) | 18 years and above ( 1994 ) | D | 16.8 km | Women Open ( International ) | 18 years and above ( 1994 ) | E | 10 km | Men Closed ( Malaysian ) | 18 years and above ( 1994 ) | F | 10 km | Women Closed ( Malaysian ) | 18 years and above ( 1994 ) | G | 10 km | Men Open ( International ) | 18 years and above ( 1994 ) | H | 10 km | Women Open ( International ) | 18 years and above ( 1994 ) |

REGISTRATION FEES
The registration fees are fixed on an affordable price for all participants and there are also discounts for those early birds. The price is all stated as below. Distance | 16.8 km | 10 km | Early bird (10th April – 31st May) | RM 50 | RM 40 | Normal fees (1st June – 31st July) | RM 55 | RM45 |
DISTANCE AND ROUTE
There are two categories of distance for the participants which are 16.8km and 10km. The running track will be held along the New Pantai Expressway (NPE). The event have been allocate there for 3 years due to the popularity among the runner and also with a beautiful view of KL City and cutting through 3 different districts in the Klang Valley. Below is the map of the route for the 16.8km and 10km runners.

There is a loud roar of kicked during that event when there is almost 10,000 runners took place for this event King of the Road at NPE Highway for this year. The Minister of Works Dato’ Seri Shaziman bin Hj Abu Mansor is the person who release the runners to run on the track and he cheers by the runners and supporters at the Sunway Pyramid frontage. (Msn sport Malaysia, 2012) http://sport.malaysia.msn.com/10000-runners-make-history-at-the-adidas-king-of-the-road-2012 VEST

All the runners will be differentiate by wearing Adidas running vest which comes with 6 different colours to represent their gender. For the men, prime blue, prime green and high energy is the colour. While for the women, ultargreen ultra pop and litra purple is the colour.

SPONSORSHIP
This event is sponsored by Milo, 100 Plus, F&N Ice Mountain, Powerbar, Nestle Fitnesse, Mentholatum, Adidas Timewear, Adidas Eyewear, Adidas Body Care, Sennheiser, Bubba Gum and Mandala.

| | Nestlé Milo® | 100 PLUS |

| | Ice Mountain | PowerBar® |

| | Nestlé Fitnesse | Deep Heating Rub |

| | adidas® Timewear | adidas® Eyewear |

| | adidas® BODY CARE | Sennheiser |

| | Bubba Gump | mandala |

References
Neo. 2012. Adidas king of the road 2012. Date accessed: 17 January 2012. Available from: http://www.2da6s.com/2012/04/adidas-king-of-the-road-2012/.
Runwitme. 2012. Adidas king of the road 2012. Date accessed: 17 January 2012. Available from: http://runwitme.blogspot.com/2012/04/first-look-adidas-king-of-road-2012.html.
Markah. 2008. Overweight and Obesity Among Malaysian. Date accessed: 17 January 2012. Available from: http://warkah.com/overweight-obesity-malaysians/
Running Enthusiast. 2012. Adidas King Of The Road (KOTR) 2012. Date accessed: 17 January 2012. Available from: http://www.marathon.ph/adidas-king-of-the-road-kotr-2012/
Msn sport Malaysia. 2012. 10,000 runners make history at the Adidas King Of The Road 2012. Date accessed: 17 January 2012. Available from: http://sport.malaysia.msn.com/10000-runners-make-history-at-the-adidas-king-of-the-road-2012

Bibliography http://sports.my/events.php?event=598-Adidas_King_Of_the_Road_2012 http://www.takbo.ph/2012/04/adidas-king-of-the-road-kotr-2012-malaysia/ http://adidaskingoftheroad.com/my/index.php http://www.marathon.ph/adidas-king-of-the-road-kotr-2012/ http://kevinzahri.com/blog/health-fitness/overweight-and-obesity-among-malaysians/ The ways that they used to advertise their campaign
There are several ways that Adidas use to advertise their campaign to the public or consumers to know about the campaign which they use are: http://suite101.com/article/types-of-advertising-a183934 Angie Gentry on Jan 5, 2010 i. Online Advertising ii. Celebrity Advertising iii. Print Advertising iv. In-Store Advertising

Online Advertising is a simply advertising that is done over the Internet. It uses internet as an advertising medium where promotional messages appear on a computer screen (Business Dictionary,2013)http://www.businessdictionary.com/definition/onlineadvertising.html#ixzz2JMu3N5Pf . There is several form of online advertising. They can advertise their product, campaign or event on their web page, home page, or even their social network fans club. The Adidas King of the Road 2012 campaign they advertise on their home page and their social network fans club to lets the public or consumer know about this event they would be organize this event. Besides that, nowadays all the young generations are mainly more to social network compare to the television. So that Adidas is using online advertising to attract the youngster to join the event while that the children may ask the parents to join this event and they would like to share the link or event with their friend.
Strength
1. Low cost
Internet Advertising can display different kind of ways compare to the other media. It can consider much cheaper than other advertising as they need not to go through the third party in order to advertise it. Social network like,Facebook, gives free service therefore company need not to pay a single cent to advertise their campaign. 2. Can be deliver to more people
Online advertising can be consider as the most effective tools to advertise as most of this generation were more into technology. Therefore, more people will know about the campaign and it will encourage more people to join the run.

Weakness 1. Cannot be deliver to the older generation
Older generation who did not into technology might not be aware of this campaign as they did not browse the web. This might make the older generation miss the golden opportunity to join tis campaign in order to achieve a healthy lifestyle.

KOTR’s Website

KOTR’s Facebook

Print advertising is advertisements that are printed on paper like fliers, newspaper, poster and other. According to (Paul Sugget,2013) If an advertisement is printed on paper, be it newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium, then it comes under the banner of print advertising http://advertising.about.com/od/advertisingglossary/g/Print-Advertising.htm .Adidas have been distributing their fliers over the shopping mall, streets, their shop and others. Not only by fliers, but also advertise their King of The Road Campaign on newspaper, billboards and posters. This is in order to let people know about their campaign.
Strength
1. Wider range of people can attract them to join
By using printing advertisement, Adidas can deliver their message about the campaign to more type of people. For an example, Adidas distribute their fliers in shopping malls where all range of age people no matter they are young, middle age or old people will go to shopping malls therefore they can distribute to them. 2. Better attraction
Some people might be more comfortable by physical ads as they enjoy the feel of paper in their hand because reading online might be more difficult and provide for a shorter attention span.
Weakness
1. Expensive
Print advertising in need of cost of printing as some of the fliers might be in colour where it cost more than those black and white fliers in order to attract more people to join. Besides that, advertising it on newspaper need an amount of money in order to buy a column in the newspaper. 2. Not environment friendly
Print advertising is usually printing it on paper which in need of cutting down trees. People that are not interested might just throw the fliers into rubbish bin rather than reading it. Therefore, it is a waste of papers. Other than that, undistributed fliers after the campaign ended are going to be a waste. All of the fliers will only been thrown.

3. People might not take the fliers
People might just reject the fliers that are given without even wanted to know what it is about therefore the campaign might not aware by the publics.

Poster

In-store Advertising
In-store Advertising is advertisement that is made in the retail store. Sales promotion at a retailer's location, with bundled offers, expert advice, product demonstrations, product samples, special discounts, etc. Also called in-store promotion (BusinessDictionary,2013) http://www.businessdictionary.com/definition/in-store-marketing.html#ixzz2JMtIlxzb. Adidas have been putting fliers in the all the retail store, printing posters to be placed in the retail stores and even sticking stickers about the campaign in the store. Other than that, Adidas even decorate their store using the King of The Road theme.
Strength
1. Customer aware of the campaign
Advertising about the campaign in the retail store might create an awareness of the campaign to the customer who visited the store. The creativeness of the decoration of the store might attract their attention so this is one of the ways to tell people about the campaign. 2. Can be deliver worldwide
As Adidas company have many retail store, their campaign can be deliver to people from other states or country. 3. More information can be obtained
If customers who are interested about the campaign, they might want to obtain more information about it therefore customer can directly refer to the worker in the retail store.
Weakness
1. It only attract their regular customer
As the advertisement is advertised in their store it might only attract the customers of their store. For those who are really interested in their campaign and not a regular customer might not know about their campaign.

KOTR’s Sunway Pyramid outlet

ADVANTAGES All registered runners are entitled to a RM50 discount with every purchase of RM 250 worth of running items in selected Adidas running doors.(Adidas,2012) http://adidaskingoftheroad.com/my/index.php?page=kotr-promotions. All participants are given a special discount when they participates the run. With this discount, participant will be able to run comfortably with their Adidas shoe in a cheaper price.

Other than that, it creates a healthy lifestyle for the participant. Adidas hopes to contribute to the local sports scene by cultivating healthy sporting habits and an active lifestyle.(Neo,2012) http://www.2da6s.com/2012/04/adidas-king-of-the-road-2012/. In Malaysia, the percentage of the obese people is increasing year by year as the foods served in Malaysia are very high calories. This campaign helps in creating a healthy lifestyle where obese people can join in order to balance their diet so that it would help in burning their calories they consumed. In addition, participants who participate will get freebies. All the participants who registered will receive a special Adidas King of the Road 2012 tote bag with a running vest, timing chip and for those finish their race will receive a medal and certificate of participation as a little achievement for them. The medal and certificate also acts as a motivation for the runners to continue their passion on these sports. Adidas also provide fabulous cash prizes for the winner as a motivation for the runners to do their best in the run. This also can create a positive competition between the runners as when there is no competition there is improvement.

DISADVANTAGES There are also disadvantages in this campaign. It creates a blockage of road as the run held along the New Pantai Expressway (NPE) for both the 16.8km and 10km race. The New Pantai Expressway (NPE) is the main road uses by the citizen. For those who did not know about the road closure on that day will need to find way to use another road in order to go to their respective destination. Therefore, it creates a traffic jam where many of them did not know about it. Other than that, the amount of runners are either registered before 31 Jul 2012 or 10,000 participants (Runwithme,2012) http://runwitme.blogspot.com/2012/04/first-look-adidas-king-of-road-2012.html. This campaign limits the amount of participants to 10000 participants only. For the late comers, they may not be able to join as the applications are limited. They will to wait another year in order to join. The Adidas King of the Road 2012 comprised of two distances, 16.8KM and 10KM (MSN Sports Malysia, 2012) http://sport.malaysia.msn.com/10000-runners-make-history-at-the-adidas-king-of-the-road-2012 . The distance of the run is minimum of 10 km where the distance might be too long for the beginners and the oldies. It may cause an injuries or muscle cramping as they did not have any experience yet for the beginners. While for the oldies, their muscle is weaker it might cause muscle injuries to them. Adidas King of the Road charges a registration fees which consider as quite expensive which RM 45 are for 10 km and RM55 for 16.8km. It may not affordable for some of them who wanted to join the run. Some of them cannot join the run because of the money situation as the difficulty faced by them. When they cannot join, they will not be able to create unique and memorable experience.