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One Step.
NIKE
Motivate athletes and non-athletes alike to realize their potential
Refresh the worn “Just Do It” campaign
Advertising Objective
Secondary: People who are competitive by
nature and are already active, but want to improve their overall athletic and competitive abilities.
Primary: People of all ages and abilities
who want to be inspired to be active and want to improve themselves physically and mentally
Target Audience
Key Consumer
Insights
Consumers want to be what Nike stands for:
Healthy
Beautiful
Active
Fit
Potential consumers either exhibit these traits or desire to exhibit them.
Key Consumer Insights
Nike is similar to Apple:
Lifestyle brandand
Customer loyalty
One Step.
One Step.This slogan symbolizes the first
step it takes to get off the couch and get active in order to live a healthier
lifestyle. It is an attainable movement and less intimidating than
looking at the overall journey they have to go in order to reach their
goals.
TV
TV Commercial → three scene spot of several different people: Ex. 1) on the couch 2) lacing shoes 3) stepping outside
Buzz Marketing
PR: Community Outreach → “National One Step 5K”All proceeds gained from the
PR event will be donated to youth athletic clubs
Buzz Marketing
Video Games: banner ads in sportingvideo games(FIFA, MBA, Madden, NHL,
etc.)
Buzz Marketing
Nike’s brand reputation is already highly established for quality, style, and loyalty.
Campaign Strengths
The campaign resonates with the desire to be healthy but the dilemma of not
knowing where to start.
This campaign speaks to the average individual; it is more realistic and
attainable to the everyday consumer. Makes the brand more relatable.
Questions?
