ESSAY MKT304 Case study Nike Dream Crazy Campaign Lecture Nike is probably no longer a strange brand to everyone This is an American multinational corporation operating in the field of design, development, production, promotion, sales of footwear, clothing, accessories, equipment and other services related to sports 1 In addition to product quality, what makes Nikes success as it is today is not to mention the.
ESSAY MKT304 Case study: Nike Dream Crazy Campaign Lecture: Trần Tuyết Minh Name: Hoàng Thanh Phúc Student ID: HS163225 Nike is probably no longer a strange brand to everyone This is an American multinational corporation operating in the field of design, development, production, promotion, sales of footwear, clothing, accessories, equipment and other services related to sports [1] In addition to product quality, what makes Nike's success as it is today is not to mention their impressive and unique advertising campaigns A series of meaningful and humane messages such as: "Don't Just Dream for You, Dream for the Next You", "Never Too Far Down", "You Can't Stop Our Voice", Celebrate Female Strength , "Just it", giving consumers a feeling of closeness, empathy and support [2] In particular, Nike's New Just Do It Campaign is an ad that creates a lot of conflicting opinions hitting the thoughts and psychology of the audience For the past 30 years, the "Just Do It" phrase has served as a rallying cry for athletes across all sports and levels of competition To honor that vast diversity, the second video in the JDI series, "Dream Crazy," focuses on a collection of stories featuring athletes who are household names and those who should be The unifying denominator: they all use the power of sport to move the world forward In 1988, Nike and Reebok were one of the newly launched sportswear businesses and did not have many positions in the world, so the competition between them was extremely fierce In the 80s, the gym movement became strong and seized this opportunity Reebok focused on customers who love gyms and gyms to increase sales But Nike did not so, they found their own way by expanding the target customer group to not only athletes but also ordinary people from children, teenagers, middle-aged people and even the elderly with the message "Just it" With this campaign, Nike has earned a large amount of revenue, but it is interesting because nearly 80% of Nike products sold are not used for the right purpose People now know Nike as more of a fashion icon than a sports icon It was also this campaign that made Nike's name more popular A rather special birth situation but equally creative So what is the meaning of this slogan? While trying to find a slogan that has the most impact and response, Dan Wieden, the director of the advertising agency Wieden & Kennedy, who is responsible for implementing this campaign, suddenly came up with the idea when thinking about the story of a serial killer Gary Gilmore Specifically, on the last day at the shooting range, this death row inmate was asked if he wanted to say anything before he left this life? Gilmore didn't think twice and immediately said a single sentence "Let’s it" To explain his choice, Wieden said: Nike, Gilmore and his company were in the same city, and so he decided to choose it A decision that has little to with the campaign! However, Nike's "Just it" campaign was born with a very meaningful message The slogan "Just it" helps people lift their spirits, encourages them to stand up to what they like, without having to be afraid of anything, "Just it" [3] And the return of Nike after 30 years with a very impressive video about seemingly crazy dreams that others consider impossible, Nike supports and calls for perseverance and efforts of each individual about enterprising In the video is the appearance of extraordinary characters such as: wheelchair athlete Megan Blunk, who took gold in Rio in 2016; Isaiah Bird, who was born without legs, and at 10 years old has become the one to beat on his wrestling team; Charlie Jabaley — an Ironman who made over his life by dropping 120 pounds, going vegan, and in the process, reversed the growth of a life-long brain tumor; … [2] At this time, the introduction of the video received a lot of mixed opinions, there were customers who expressed their dissatisfaction and boycotted Nike products such as burning shoes, throwing shoes in the trash, etc because they think that what Nike is supporting is too absurd, giving viewers the illusion of their own dreams, for them this is crazy This has caused Nike's sales to decline Besides, there are still opinions that agree with this message of Nike, they support the change and acknowledge the efforts of each person For them, it is right for them to dare to get out of their comfort zone, to accept to confront their own difficulties and shortcomings so that they can overcome and improve themselves more and more And on this point, I completely agree We can only become good when we ourselves learn to accept hardships and ignore all criticisms and criticisms of people Remember that only we know what we can and what we really want Let's always dream, sometimes the goal we aim for is not to complete it, but to change ourselves more positively Nike has been very successful when boldly stating their personal views and they are the most practical living proof when they can prove to the audience that they have dared to take risks and succeed [1] https://vi.wikipedia.org/wiki/Nike,_Inc [2] https://news.nike.com/featured_video/just-do-it-dream-crazy-film [3] https://www.ecoblader.com/2015/09/nike-va-su-ra-doi-cua-just-do-it/ ... popular A rather special birth situation but equally creative So what is the meaning of this slogan? While trying to find a slogan that has the most impact and response, Dan Wieden, the director... interesting because nearly 80% of Nike products sold are not used for the right purpose People now know Nike as more of a fashion icon than a sports icon It was also this campaign that made Nike' s name... advertising campaigns A series of meaningful and humane messages such as: "Don't Just Dream for You, Dream for the Next You", "Never Too Far Down", "You Can't Stop Our Voice", Celebrate Female Strength