Nike Shoes - Advertising Campaign

Concept one:

This advertisement would be for Nike + fuelband, which is a kind of tracker bracelet that allows users to track and share their daily activity. The way I would approach designing this ad would be with a storyboard but in picture format. Perhaps starting off with a picture of someone just going through their day to tell a story. Every few pictures there would be an image to see how many fuel points the person has earned, until the end of the night when they reach their goal. It would go in an order starting with: waking up, breakfast, walking to class (work), gym, party, romance, overcome some kind of hurdle (adversity) and ends back at home all to repeat again. The initial copy (headline) would read start, and the final image (tag line) would read goal complete.

Concept two:

This concept for this ad is rather simple. The only thing I have envisioned so far is just a large photo, an action shot of someone in an action doing something they do everyday. Like sprinting across the street to make a bus, or catch a light, or even jumping over a puddle. The headline would simply read something like “every step counts” or “just do it”.

Challenge: Set the shoes apart from other athletic running shoes. Make them look stylish & godlike

Target audience: Athletic people from the age of 13-30

What does the audience currently think about the brand? The audience currently thinks that the brand is for the higher end sportswear brand, oriented for the fashion forward athletic person.

What we would like the target to feel? I would like the target to feel that anyone is an athlete. You don't necessarily need to look like your quintessential nike model. (less sexy, more real)

Which facts will assist this change in feeling? Things like the inclusion of a good model will prompt the viewer in assisting their feelings about the brand.

What is the brand essence? I would associate Nike with companies like, Adidas, Puma, Reebok. In that sense they are constantly fighting to steal their competitors' consumers'. Nike consumers that are ready to spend a little more money that any other of the competitors. Typically consumer's belong to the age group of around 20-40. Relatively physically active people. In addition, both men and women are equally marketed to.

What is the key emotion that will build a relation with our core audience? The widely relatable images. They will include everyday people in typical metropolis setting, overcoming everyday obstacles. Ex. jumping over a puddle, hurdle a barrier, or running to the bus etc.

What media will best facilitate that goal? A video or a print ad.

What are the most critical elements?

What is the single most important take away?

What do we want the audience to do? We want the audience to feel that they need the product because it will make them more active. While also looking more trendy than if they were wearing a competitors' product.