2. Contents
• 3-introduction
• 4-Advert content
• 5-purpose
• 6-Form/Style
• 7-Genre
• 8- Comparisons
• 9-Production Process
• 10- Disribution and promotion
• 11-Ad agency introduction
• 12-Ownership
• 13-Operatting model
• 14- Other Campaigns
• 15- Cross platform campaigns
• 16- Market Position
• 17-Impact and effect on auidence research
• 18- Target Market
• 19- Introduction to Legal And Ethical Issues
• 20-Representation
• 21-Regulartory bodies
• 22- Complaints
3. Breif introduction to company and the
goals of the campaign
• Nike is a sports apparel, footwear
and accessories brand. Established in
1964.
• Nike’s 2012 cross media campaign
focuses on the idea of making
pledges for the New Year to inspire
readers and concequently relate their
brand to the Olympics and sports
events, with the aim of selling their
products
4. Photo of Mo Farah looking straight at camera makes a
personal connection and works because it is trying you get
you to participate in the campaign
Black and white photograph makes the red
“#MAKEITCOUNT” stand out because it is the only
coloured part. Which is the main communication of the
advert
Hand written in a chalk style gives the
personal touch to the advert and opposes
the dark grey of the background
Nike logo on vest just in shot, gives an example of
product. Nike tick also inline with the logo on the
right side. Suggests a connection between the
athlete and the brand. Aiming to appeal to fans of
Mo Farah
Link to social media campaign (twitter)
Widening the advertising media the viewer is
exposed to
Content Of Advert
5. Purpose
• The advert is aiming to promote the sports brand
awareness over the Olympic period by showing that
popular athletes like these are supported by Nike.
Mo Farah, Paula Radcliffe and Mark Cavendish. All celebrated athletes and all part of the
Nike #MAKEITCOUNT campaign
6. (Cont.
from
previous
slide)
FORM/STYLE
• Uses the classic style of a sports photo, supposed to look like
an action shot. Using a face looking straight down the camera
because its been proved that faces catch peoples attention. This
is important for the personal connection to audience
Photo is in the style of this sports photographers action shot of Mo Farah at the London
Grand Prix Diamond League
7. Genre And Comparisons
• Perfomace based sportswear advertising comparisons
Similarly to the Nike campaign this
adidas print advert features one
influential sports person, in a mid
action shot wearing the branded
clothing, viewed from the front so
the face is visible. The advert also
includes an inspirational quote
8. Further comparison
Performaced based sportswear advert
(PUMA)
Conventionally includes popular sports
person (Usain Bolt). Although, this
advert is more product based than the
Nike campaign. With the shoe the main
focus. A more vibrant style has been
adopted to suit the sports personality
featured
Streetwear
based
adver2sing
(PUMA)
This advert is focusing on the lifestyle brand
of the company Puma. . They have placed
there products in a photo that a young
audience can identify with, who are not
necessarily aspiring athletes. Therefor
expanding there market and customer base.
This aims to promote a sportswear lifestyle
image where as Nike # make it count are
promoting a high profile brand association
with a particular athlete.
9. Production Process
• Photography
photographer and Subject (Mo farah)
• Editing
Monochrome effect added an cropping of image
• Graphic Design
• Placing the quotes hand written by the athletes over the image. Adding the text including the twitter link
and logos
• PRODUCTION AND DISTRIPUTION
the print based advert needs to be printed and blown up to correct scale needed for bus stop posters,
billboards, and stadium advertising
10. Distribution And Promotion
• The Nike #Makeitcount campaign has been promoted in various different
ways, including physical Out Of Home media for example billboards, bus
shelters and on-premise signs. As well as integrating other forms of media
for the maximum reach and awareness of the campaign. Internet and social
media advertising and print based adverts in Magazines.
11. Name- Wieden + Kennedy
Established- 1982 Portland, Oregon, USA
Headquaters- Portland
Founders- Dan Wieden and David Kennedy
Offices in- Portland, New York, Sao Paulo, London, Amsterdam, Delhi, Shanghai
Tokyo
12. Wieden + Kennedy Owership
Ltd. Company
• W+K is an independently owned advertising agency founded in
Portland, OR, USA. The company has maintained David Kennedy as one
of the founders after 30 years.
They describe themselves as an “independently led communications
agency”
W+K
London
Office
13. Operating model
W+K
London
• London
office
employs
around
200
people
• They
have
diversified
from
adver2sing
to
other
forms,
they
describe
themselves
as
“encompassing
everything
from
building
mobile
apps
to
designing
the
London
Regent
Street
Christmas
lights”
They
operate
cross
plaNorm
adver2sing
media,
including
social
media,
print,
tv
and
outdoor
adver2sing.
15. W+K Cross Platform Campaigns
Micheal Jordan Billboard campaign-
New York
Coca Cola installation - Amsterdam
Coca
Cola
Online
interac2ve
adver2sing
S2ll
from
3
mobile
TV
advert
16. Market
Position
• W+K
is
certainly
one
of
the
largest
independently
owned
agencies
in
the
world.
Some
of
their
global
compe2tors
include
• Interpublic
Group,
New
York
City
$6.693
billion
• Dentsu,
Tokyo
$3.1
billion
• Havas,
Suresnes,
France
1.77
billion
euros
• Hakuhodo
DY
Holdings,
Tokyo
1.2
trillion
yen
• Merkle,
Lanham,
Maryland,
$300
million
• Global
Experience
Specialists,
subsidiary
of
Viad,
$249.3
million
18. Nike Target Market
Nike
describe
there
brand
values
as
to
“Bring
inspira2on
and
innova2on
to
every
athlete
in
the
world”.
Nike
has
a
very
large
and
diverse
target
market.
This
par2cular
media
product
will
be
especially
effec2ve
for
this
demographic:
Age-‐
16-‐35
Gender
-‐
Male
&
Female
Lifestyle-‐
Ac2ve,
spor2ng
lifestyle.
Likely
to
be
employed
and
par2cipates
in
sport
in
their
spare
2me.
An
aspiring
athlete
who
is
exposed
to
popular
media
and
is
aware
of
famous
athletes
such
as
Mo
Farah.
Par2cularly
effec2ve
for
an
aspiring
runner,
but
a
range
of
athletes
are
being
targeted.
Spending
power-‐
Full
2me
job
with
regular
expendable
income
19. Legal And Ethical Issues
• The nike #makeitcount campaign will need to stick to guidelines in place by
the ASA, the Advertising Standards Authority. The aim of this regulation
agency is to make sure every ad is a responsible advert. The ad campaign as
a whole was not met with wide spread complaints.
21. Role of Regulatory bodies
• The
ASA
is
the
adver2sing
regulatory
authority
for
the
UK.
22. Complaints about the campaign
• Wayne
Rooney
was
seen
to
be
breeching
adver2sing
standards
with
this
tweet
The
tweet
was
deemed
as
not
clearly
being
adver2sing
by
the
ASA.
The
tweet
had
to
be
removed
