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