Nike MakeItCount Campaign Stephen  latchem  

Contents •  3-introduction •  4-Advert content •  5-purpose •  6-Form/Style •  7-Genre •  8- Comparisons •  9-Production Process •  10- Disribution and promotion •  11-Ad agency introduction •  12-Ownership •  13-Operatting model •  14- Other Campaigns •  15- Cross platform campaigns •  16- Market Position •  17-Impact and effect on auidence research •  18- Target Market •  19- Introduction to Legal And Ethical Issues •  20-Representation •  21-Regulartory bodies •  22- Complaints

Breif introduction to company and the goals of the campaign •  Nike is a sports apparel, footwear

and accessories brand. Established in 1964.

•  Nike’s 2012 cross media campaign focuses on the idea of making pledges for the New Year to inspire readers and concequently relate their brand to the Olympics and sports events, with the aim of selling their products

Photo of Mo Farah looking straight at camera makes a personal connection and works because it is trying you get you to participate in the campaign

Black and white photograph makes the red “#MAKEITCOUNT” stand out because it is the only coloured part. Which is the main communication of the advert

Hand written in a chalk style gives the personal touch to the advert and opposes the dark grey of the background

Nike logo on vest just in shot, gives an example of product. Nike tick also inline with the logo on the right side. Suggests a connection between the athlete and the brand. Aiming to appeal to fans of Mo Farah

Link to social media campaign (twitter) Widening the advertising media the viewer is exposed to

Content Of Advert

Purpose

•  The advert is aiming to promote the sports brand awareness over the Olympic period by showing that popular athletes like these are supported by Nike.

Mo Farah, Paula Radcliffe and Mark Cavendish. All celebrated athletes and all part of the Nike #MAKEITCOUNT campaign

(Cont.  from  previous  slide)  FORM/STYLE

•  Uses the classic style of a sports photo, supposed to look like an action shot. Using a face looking straight down the camera because its been proved that faces catch peoples attention. This is important for the personal connection to audience

Photo is in the style of this sports photographers action shot of Mo Farah at the London Grand Prix Diamond League

Genre And Comparisons •  Perfomace based sportswear advertising comparisons

Similarly to the Nike campaign this adidas print advert features one influential sports person, in a mid action shot wearing the branded clothing, viewed from the front so the face is visible. The advert also includes an inspirational quote

Further comparison

Performaced based sportswear advert (PUMA) Conventionally includes popular sports person (Usain Bolt). Although, this advert is more product based than the Nike campaign. With the shoe the main focus. A more vibrant style has been adopted to suit the sports personality featured  

Streetwear  based  adver2sing  (PUMA)  

This advert is focusing on the lifestyle brand of the company Puma. . They have placed there products in a photo that a young audience can identify with, who are not necessarily aspiring athletes. Therefor expanding there market and customer base. This aims to promote a sportswear lifestyle image where as Nike # make it count are promoting a high profile brand association with a particular athlete.

Production Process •  Photography

photographer and Subject (Mo farah)

•  Editing Monochrome effect added an cropping of image

•  Graphic Design •  Placing the quotes hand written by the athletes over the image. Adding the text including the twitter link

and logos

•  PRODUCTION AND DISTRIPUTION the print based advert needs to be printed and blown up to correct scale needed for bus stop posters, billboards, and stadium advertising    

   

Distribution And Promotion •  The Nike #Makeitcount campaign has been promoted in various different

ways, including physical Out Of Home media for example billboards, bus shelters and on-premise signs. As well as integrating other forms of media for the maximum reach and awareness of the campaign. Internet and social media advertising and print based adverts in Magazines.

•  Wieden + Kennedy is somewhat unique in the advertising agency industry, they are still independently owned, and going against the nature of the industry have maintained the same founder throughout the thirty years. Although the company was created upon advertising they now see themselves as they “encompass everything from building mobile apps to creating a life-size clay sculpture to celebrate a sporting win.”

Name- Wieden + Kennedy Established- 1982 Portland, Oregon, USA Headquaters- Portland Founders- Dan Wieden and David Kennedy Offices in- Portland, New York, Sao Paulo, London, Amsterdam, Delhi, Shanghai Tokyo  

Wieden + Kennedy Owership Ltd. Company

•  W+K is an independently owned advertising agency founded in Portland, OR, USA. The company has maintained David Kennedy as one of the founders after 30 years.

They describe themselves as an “independently led communications agency”  

W+K  London  Office  

Operating model  W+K  London  •  London  office  employs  around  200  people  

•  They  have  diversified  from  adver2sing    to  other  forms,  they  describe  themselves    as  “encompassing  everything  from  building  mobile  apps  to  

           designing  the  London  Regent  Street            Christmas  lights”              They  operate  cross  plaNorm  adver2sing  media,  including  social  media,  print,  tv  and  outdoor    adver2sing.    

W+K campaigns Honda, Challenging viewers to “keep up”

W+K Cross Platform Campaigns Micheal Jordan Billboard campaign-New York

Coca Cola installation - Amsterdam

Coca  Cola  Online  interac2ve  adver2sing  S2ll  from  3  mobile  TV  advert  

 

Market  Position  •  W+K  is  certainly  one  of  the  largest  independently  owned  agencies  in  the  world.  

 Some  of  their  global  compe2tors  include  

•  Interpublic  Group,  New  York  City  $6.693  billion  •  Dentsu,  Tokyo  $3.1  billion  •  Havas,  Suresnes,  France  1.77  billion  euros  •  Hakuhodo  DY  Holdings,  Tokyo  1.2  trillion  yen  •  Merkle,  Lanham,  Maryland,  $300  million  •  Global  Experience  Specialists,  subsidiary  of  Viad,  $249.3  million  

Impact  and  effect  on  Audience  Research  

Nike Target Market Nike  describe  there  brand  values  as  to  “Bring  inspira2on  and  innova2on  to  every  athlete  in  the  world”.    Nike  has  a  very  large  and  diverse  target  market.  This  par2cular  media  product  will  be  especially  effec2ve    for  this  demographic:  

Age-­‐  16-­‐35  Gender  -­‐    Male  &  Female  Lifestyle-­‐    Ac2ve,  spor2ng  lifestyle.  Likely  to  be  employed  and  par2cipates  in  sport  in  their  spare  2me.  An  aspiring  athlete  who  is  exposed  to  popular  media  and  is  aware  of  famous  athletes  such  as  Mo  Farah.  Par2cularly  effec2ve  for  an  aspiring  runner,  but  a  range  of  athletes  are  being  targeted.  Spending  power-­‐  Full  2me  job  with  regular  expendable  income  

Legal And Ethical Issues •  The nike #makeitcount campaign will need to stick to guidelines in place by

the ASA, the Advertising Standards Authority. The aim of this regulation agency is to make sure every ad is a responsible advert. The ad campaign as a whole was not met with wide spread complaints.

Representation  

Different  ethnici2es  and  sports  have  been  represented  in  the  campaign  

Role of Regulatory bodies •  The  ASA  is  the  adver2sing  regulatory  authority  for  the  UK.  

Complaints about the campaign •  Wayne  Rooney  was  seen  to  be  breeching  adver2sing  standards  with  this  tweet  

The  tweet  was  deemed  as  not  clearly  being  adver2sing  by  the  ASA.  The  tweet  had  to  be  removed