The Analysis of a Campaign of Nike

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  • Topic: Nike, Inc., Nike brands, Bill Bowerman
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The Analysis of A Campaign of Nike “The Good Stuff”

Name: yuanyi zhao

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Contents

1. Abstract……………………………………………………………2

2. Introduction……………………………………………………….2

3. The campaign of Nike “the good stuff”…………………………3

4. Analysis the campaign ……………………...……………………3

5. Effectiveness………………………………………………………12

6. Conclusion………………………………………………………...13

7. References…………………………………………………………14

8. Figure references………………………………………………….15

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The analysis of a campaign of Nike “the good stuff”
1. Abstract
Nike launched a campaign called “the good stuff” to promote youth people running, then promote the product Nike+ that cooperate with Apple. This campaign includes TV commercial, poster and Facebook fanpage. This commercial have lots of good comments online. The aim of this report is to analyze the reason why this commercial successfully, and analyze the brand strategy the Nike used, the value of this report is to give some argument about Nike’s strategy, and give the reason why Nike play this strategy succeed.

2. Introduction

Figure 1 Nike logo Nike, is an incorporated company that designs, develops and markets worldwide athletic
 footwear, apparel, equipment and accessories (Gowda, 2010). Nike plays a leading role in this area in the world. Bill Bowerman and Philip Knight set up Nike in 1964, and at first it called Blue Ribbon Sports. In 1978, Blue Ribbon Sports changed the name to Nike. Nike has a wide variety of products, and it markets these products under its own brand, such

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as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding etc. In this campaign, which called “the good stuff”, the product involved is Nike+. While, in this campaign, Nike did not mention any information about this product, it just expresses some motion and sprite to audience.

3. The campaign of Nike, “the good stuff”
This campaign, Nike focuses on stimulate youth people to run, and they use an unusual way to reach this affection, Nike plays a addiction dealer to sale “good staff” to the youngster. Saatchi & Saatchi (2011), the advertising agency who made this campaign for Nike announced on the official website, the film which is part of the campaign, thy aired it on the Internet, TV channels Multushow and MTV, and even put it in the theaters in Sao Paulo and Rio de Janeiro. Besides, this campaign also insert in youth magazines and put the poster in nightclub, pub. Nike also set a Facebook fanpage that was a central place people could find all the good stuff. Additionally, Nike offers people who want addict running free training.

4. The analysis of this campaign
 TV commercial

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Figure 2 one scene of the commercial This TV commercial aired only in Brazil and U.S, while this film aired on the Internet. This campaign was aim to promote running, and the target audience is youth, whose age among early to mid twenty. This commercial called “addiction” which is perfect target the audience. “Addiction”, this word always contains some message such as drug and bad, while in this commercial it use this word to bring awareness of subversive and edgy that the youngster like to attract youth, and in fact, they are going to express a health addiction.

Figure 3 person from commercial who addicted running Apparently, the voice in this commercial was the highlighting. It used a way like monologue,

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and the voiceover intentionally glues the choppy visual sequences together (Beltrone, 2011). The music used a kind of eerie piano chord, it in order to build an awareness of despite, anxious, fall into some situation and cannot get out. All of these were just outfit the theme-addiction. When the commercial began, a voice was start as well. It said: "Welcome to the world of addiction. The only addiction that is good for your body." When this sentences came out, it was successful attract consumers’ attention already. It betrayed the traditional way to explain the addiction things. Consumer will want to know what...
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