The author has rightly presented that 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 a 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 select 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 the 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, to set and realize personal goals and achieve their own defining moment of greatness. That’s the insight behind Nike’s ‘Find Your Greatness’ campaign, a powerful message to inspire anyone who wants to achieve their own moment of greatness in sport, launched just as the world focuses on the best of the best” (Media News Line, 2012).
Evaluation of Campaign
The marketing campaign of Nike will be evaluated in two ways. First, a famous marketing model of DAGMAR will be applied in order to determine the steps as mentioned in the framework and as applied by Nike. Second, the evaluation of this campaign will be conducted to determine how potent the campaign has remained in order persuade the audience, which in essence, is the core purpose of marketing campaign.
Application of DAGMAR Framework
The framework of DAGMAR is useful in order to build awareness of the brand among current and potential customers. The purpose of this model is to alter the buying behavior of customers. DAGMAR is a contraction for “Defining, Advertising, Goals for Measured Advertising Results.” Ideally, when this model is applied, the target audience moves easily through all the stages of this framework. These stages are based on the common decision-making and cognitive pattern of people when they decide whether to purchase something or not. This model is based on five key stages. These key stages are followed either in a single advert or in a series of advertising