Ad Campaign Concepts

Concept One:

The print Ad would show a runner, wearing the Nike Air Max, striding across an open plain. A visual of the Northern Lights in various colors would be shown in the sky. The runner will be running off into the distance with a trail of luminous lights stringing off her feet and blending into the colorful sky. The tagline would read “Lights will guide you home,” and the slogan would read, “Nike Just Do it,” with the iconic swoosh. This campaign would mimic the Adidas’s campaign in which they used similar lighting elements to emphasize the colors of the shoe.


Concept Two:

The second concept would be an animation web banner. This advertisement would show a kaleidoscope moving and the Nike Air Max blending into it with the tagline, “How do you see yourself?” and the slogan “Nike Just do it.” 
 

(1) Describe the challenge

The challenge with this campaign is to differentiate and emphasize the competitive advantage of the Nike Air Max from other high-performance running shoes.

(2) Who is the target audience?
The target audience for this specific campaign is women 18-30 year olds, who are fairly well off, educated, athletic, interested in performance-increasing athletic shoes, like customization and colors, and are concerned with how their running shoes will increase their performance as a runner.

(3) What does the audience currently think about the brand or group?
The audience currently appreciates Nike as a leader in its category. However, the target audience does not recognize Nike as a brand that “stands out” or is “fun and colorful.”

(4) What would we like the target to think and feel?
With the release of the Nike Air Max 2014 in a plethora of different colors, Nike would like the target to embrace the rich, loud, and luminous color qualities of the new Air and change their current opinions about Nike as just a performance brand but to a brand with a fun, vibrant character as well.

(5) Which facts, evidence or thoughts will assist in this change of thinking?
Strong visuals and copy will assist in this change of thinking.

(6) What is the brand essence?
The brand essence is energetic, vibrant, colorful, without compromising high-performance.

(7) What is the key emotion that will build a relationship with the core audience?
The emotion that will drive the audience is “drive” and “boldness.”

(8) What media will best facilitate our goal?
Print and Web

(9) What are the most critical elements?
Strong visuals with colorful, vivacious qualities with lighting elements
A visual of a female runner
The shoe
Nike Logo

(11) What is the single most important takeaway?
Nike is a high-performance brand that is bold, colorful, and stands out from the rest.

(12) What do we want the audience to do?
This advertisement would focus on brand awareness and a call to sale for the new Nike Air Max 2014.