INTEGRATED MARKETING COMMUNICATION

CAMPAIGN Vikram Chawla 10Gaurav Rastogi 39Pratik sangoi 105Akshay khandekar

INTRODUCTION

• 1988:-meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees• $9.2 billion dollars in sales in 1997.

• Brand management is one of Nike’s many strengths

•With its “Just Do It” campaign and strong product, Nike was able to increase its share of the

domestic sport-shoe business from 18 percent to 43 percent, from $877 million in worldwide sales to $9.2 billion in the ten years between 1988 and

1998.

Nike spent $300 million on overseas advertising alone; most of it centered around the “Just Do

It” campaign. The success of the campaign is that much more

remarkable when one considers that an estimated 80 percent of the sneakers sold in the U.S. are

never used for the activities for which they have been designed.

Nike later cashed in on the jogging/ fitness craze of the mid 1980s, during which its “Just Do It” campaign expanded to attract the female and

teenage consumer, in addition to the stalwart 18 – 40-year-old male consumer

Through its “Just Do It” campaign, Nike was able to tap into the fitness craze of the 1980s. Reebok

was sweeping the aerobics race and gaining huge market share in the sneaker business. Nike

responded to that by releasing a tough, take-no- prisoners ad campaign that practically shamed people into exercising, and more importantly, to

exercising in Nikes.

LINKING THE CAMPAIGN TO CONSUMER NEEDS

The “Just Do It” campaign was also effective in reassuring consumers that the brand they picked,

Nike, was a quality brand. This was most effectively portrayed by celebrity sports figures such as Bo

Jackson, John McEnroe and later, Michael Jordon. If Michael Jordan can play an entire NBA season in a

pair of Nikes, certainly the average weekend warrior can trust the shoes’ durability.

 By focusing on the aura and image conveyed by the fitness culture, Nike was able to attract those who wanted the image without incurring the pain

“To bring Inspiration and Innovation to every Athlete* in the world.

*If you have a body, you are an athlete”

MISSION STATEMENT

Just Do It

Sports

Funny Ads

Lifestyle

Social Inequalit

y

Women Centric

SPORTS

TAIWAN – JUST DO IT !

•Widespread game-fixing scandals and a ton of

negative press

•"Just Do It" campaign aimed at inspiring kids with

real stories.

•Young Taiwanese athletes who were out there

taking sport to the next level

TAIWAN –JUST DO IT

BASKETBALLIt’s about believing in yourself. And your team. Seeing every opponent as a new challenge. No matter how tall they are. No matter how fast. The stronger they are, the better we’ll play. So bring it. ‘Cause it’s all about getting better and better, game after game.Just do it.

RUNNINGI run because I’m addicted. I like the challenge, the speed, the sweat. I like being faster than I was yesterday. It makes me feel alive, like I can do anything. Break a Taiwanese record, an Asian record, a world record. Why not? Why not me? Why not us?Just do it.

FUNNY ADS

LIFESTYLE

SOCIAL INEQUALITY

There are clubs you don’t belong to….

Neighbourhood you cant live in….Schools you cant get into….

But the roads are always open …JUST DO IT !

WOMEN CENTRIC

And you know when its time to take care of yourself, for yourself…

To do something that makes you stronger, faster and more complete. Because you know its never too late

to have a life…And Never too late to change one…

JUST DO IT !

BlackBerry

Phone Theme

Social Media: Facebook

This is an impressive move by Nike, choosing to priorities social media activity over the traditional

medium of TV. the ad spot breaking on Facebook nearly 3 days before it premiered on TV, during the NBA finals

SOCIAL MEDIA V/S TV

This is a landmark social media campaign that shows significant investment by Nike into Facebook. The theme of the campaign continues with its video contest, which starts with asking for submissions of videos featuring people’s ‘crews’. The crews are challenged to create as much buzz around their entries as possible, using a variety of social media tools. The finalists then face a vote by professionals within Nike and their athletes to determine the winner, who will then win ‘The Chosen’ lifestyle.

SOCIAL MEDIA IN THE DRIVING SEAT

Nike Women

Blogs Related to Women Fitness,

concerns, behaviour and

Habits.

The campaign is designed to target the niche sports areas they wouldn’t typically focus on including BMX, skating and snowboarding.

This is Nike's first ever 'Just Do It' campaign featuring all action athletes, exemplifying its commitment to Action Sports and its elevation as a key growth category

The film was shot all over the world at night.

"The Chosen" campaign also includes a video contest inviting skaters, surfers, BMX riders, snowboarders and skiers to submit a video of their crew in order to be chosen for an opportunity of a lifetime -- a chance to travel with the Nike team while getting access to exclusive Nike products and experiences. The contest will run within Facebook where winners will be determined by fan support, Nike and Nike athletes.

THE CHOSEN

Facebook - Thursday – 2nd June at 7 pm.Television – Sunday – 5th June during Game 3 of the

NBA Finals at 8 PM Cinemas (3-D Version) - nationally over the 4th of

July WeekendThe campaign will be seen in 23 markets including

the US, China, Brazil, Western Europe and Australia

THE CAMPAIGN WILL DEBUT GLOBALLY

THE ORIGINAL CAMPAIGN OF ‘JUST DO IT’ IS NOW ENSCONCED IN THE AMERICANA EXHIBIT AT THE

SMITHSONIAN NATIONAL MUSEUM. IT BECAME PART OF THE AMERICAN HISTORY !

JUST DID IT ! THANK YOU !