It’s no secret now that sports brands are using a different angle to sell their products. It’s now about motivation and empowering the audience. To push and inspire them to be as good as those who they emulate.
But Nike’s recent marketing has been attacking the market with a slightly different angle. As Adidas use the Olympics and #TeamGB #Takethestage to gain exposure, its clear the emphasis is behind backing a country and preparing to literally take the stage, but in reality is that something we do when we exercise personally? Not really, and Nike are exploiting that in their new campaign to inspire us to find greatness.
Since their release of the #Makeitcount campaign Nike has really begun to develop an insight into the consumer and have attempted to attach themselves to what is at the base nature of the reason behind exercising. This can be seen in their new Fuelband products video below.
And now we see the release of some amazing videos emphasising being great in our own sport or ambitions. The idea being the proposition of the campaign is instantly internalised by the audience.
The use of an unassuming, “regular” kid in the first video is brilliant, and I for one see a longevity in his appearance in Nike videos, with Nike already saying they plan on using him in future videos as he continues to fulfil his goal of losing weight.
The results will be seen over the coming weeks, and only time will tell if the campaign is truly effective. But I know that I can measure how effective an advert is personally by what it makes me want to do, and these adverts make me want to go do something to become great. Run, jog, gym, rugby whatever it is. They inspire and captivate us as an audience.
Well let’s be honest who doesn’t feel motivated after watching these videos?
And on a final note those of you who think the voice is familiar narrating these videos. It is the UK’s one and only Tom Hardy.
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sportingaim posted this
