Got a tricky question? Receive an answer from students like you! Try us!

Analysis of Marketing Campaign of Nike – “Find Your Greatness” - Essay Example

Only on StudentShare
Author : earl36

Summary

This essay describes Nike's advertisement campaign “Find Your Greatness” that was launched in 2012, its strategy and effectiveness. The core purpose of this advertisement was to cater masses by taking advantage of Olympic coverage and alert television audience…

Extract of sample
Analysis of Marketing Campaign of Nike – “Find Your Greatness”

This "Analysis of Marketing Campaign of Nike – “Find Your Greatness”" essay outlines and analyzes the success of Nike's advertising campaign. The substandard endeavors of International Olympic Committee (IOC) demanded to ensure that their chosen sponsors receive hefty spotlight during London Olympics games. The associated athletes were restricted for two weeks from showing their appearance for any unofficial sponsors. Unofficial sponsors were not allowed to gain benefits from Olympic themed messages. For a large number of ads, the plan of IOC worked. However, some creative companies and athletes found their way around the system. Nike was one such company that came up with smart approach. Instead of investing millions of dollar for obtaining official sponsorship, it found a distinct way to celebrate Olympics at London. The company launched a new marketing campaign, titled as “Find Your Greatness.” This ad campaign featured everyday athletes from around the world. The concept is cleverer in terms of breaking through the advertising blackout of IOC.
Only a selected few will be able to find their spot in London Olympics but it does not mean that greatness has been lost from rest of us common people. The level of greatness might not be equal to that of these athletes but most importantly, it exists. The rationale of campaign is explained by Nike; “It is not just the championship athlete or record breaker that aspires to push their limits. It is also the everyday athlete, who strives to excel on their own terms and achieve their own defining moment of greatness. ...
Download paper

Related Essays

Advertising campaign of an existing product/service on your choice
The brand itself is worth approximately ?75 million and has grown enormously over the past decade. With its unique designs and a diverse product range, Cath Kidston became successful and grew to its present state through internal and organic growth (Kidston, 1999). 2. Hong Kong Hong Kong, being the 9th largest economy in the world, offers a great opportunity for business (Hong Kong Trade Development Council, 2011). By far, it can be termed as the most laissez faire economy in the world where the government does not restrict foreign property ownership. There are no restrictions on capital…
6 pages (1506 words)
Polaroid Advertising Campaign
This market arose due to the increased demand for technology products. It is at this time of history that the world war and competition for the world’s meager resources came to the peak. Technological growth also became a subject of importance an inventions became an order of the day. It is in record that at this point in history industrial revolution peaked (Qualters 2003). The company manufactures films and it is on record that the recent sales were about 50 films and over 100 types of cameras worldwide. The company is famous for instant film cameras that were replaced very recently in the…
8 pages (2008 words)
Media Analyse
It also intends to assess the strength as well as weaknesses of these two communication mediums from the perspective of marketing communication. Compare and Contrast Uses of Facebook and The Economist Current statistical findings suggest that Facebook has a greater influence upon the way people communicate. The main advantage of using Facebook is that it permits the marketers to be in connection with the people all around the day whether they are on their mobile devices, at home or at work, watching TV or shopping with their friends. It is because of this reason that the marketers are capable…
8 pages (2008 words)
Advertising Campaign: Hexagon
This marketing plan entails the advertising campaign for a fashion event management company Hexagon. Introduction to the Organization Hexagon is a fashion event management business established to meet the needs of event planning for new and existing fashion and accessory designers. London, England is the current home of Hexagon with plans to expand to branch offices in other cities of England and then in Milan, Paris and Madrid within five years. Six marketing professionals founded the basis of Hexagon and under them, are working their assistants along with 6 employees who are responsible to…
5 pages (1255 words)
Advertising and media in the marketing environment
The company is headquartered at Herzogenaurach, Germany. The company was founded by Adolf Dassler in the year 1924. Market capitalization of the company is $13.30 billion as of 2011 (Yahoo Finance, 2012). Porter Five Force Purchasing Power of Buyer Buyer power in the industry has weakened due to individuality of customers. Individual consumers lack in financial strength to affect business strategy of large manufacturers such as Nike, Puma, Adidas and others. Buyer power is low due to following factors: (Source: Marketline, 2012) Power of Supplier Sportswear industry is complemented by three…
5 pages (1255 words)
Advertising promotion
The business plan for the service is that the target market will hire Darla to perform weekly errands like picking up dry cleaning and grocery shopping, or do one-off errands, such as getting shoes or watches repaired or dropping off library books. The idea is that if Darla performs these tasks, these people will be able to relax and spend more time with friends and family, and enjoy other leisure activities. Issue with the Idea The main issue encountered for implementing this idea was to generate awareness about the service to the target people so that the idea could be implemented properly.…
4 pages (1004 words)
Advertising campaign
By 1980, Nike, Inc. had surpassed nearly half of the athletic footwear market. It was noted that Nike made this possible not by traditional advertising means. This is because Nike did not produce a TV advertisement until 1982. Their success happened through the spread of Nike's reputation in the athletic footwear industry. It was noted that the athletes and customers gave Nike positive reviews. It is important to state that the positive image that Nike had fashioned for themselves has held to this day. This is because Nike remains the major choice for numerous athletes everywhere the world.…
9 pages (2259 words)