I am sure everyone knows this campaign “Find your Greatness” launched by Nike. Nike based its concept on the idea that is simply “to inspire and energize everyday athletes everywhere to celebrate their achievements, participate and enjoy the thrill of achieving in sport at their own level."
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If I decided to talk about this compaign with you today, it is because I would like to explain what is an insight and a big idea, two very important notions for a futur advertiser !
INSIGHT
If we take the Insight definition on Wikipedia (yes, sometimes I read Wikipedia and I advocate crowdsourcing despite what our teachers can say!)
« An insight is a statement based on a deep understanding of your target consumers' attitudes and beliefs, which connect at an emotional level with your consumer, provoking a clear response (This brand understands me! That is exactly how I feel! Even if they've never thought about it quite like that) which, when leveraged, has the power to change consumer behavior.
Insights must effect a change in consumer behavior that benefits your brand, leading to the achievement of the marketing objective".
Now crossed this definition with our campaign, insight does not seem obvious to you?
It is not just the championship athlete that aspires to push its limits. It is also the everyday athlete who strives to excel on their own terms, to set and realize personal goals !
That’s the insight behind Nike’s "Find Your Greatness" campaign !
A powerful message to inspire anyone who wants to achieve their own moment of greatness in sport.
A powerful message to inspire anyone who wants to achieve their own moment of greatness in sport.
It is from this insight that the big idea comes from, the second concept explained in this article.
BIG IDEA
A Big Idea is the winning idea that will mark the spirits in a sustainable way.
In general, the Big Idea surprised and worried before reassuring by its coherence with the target.A great idea is almost always a strong break with the conventions of the sector or competitors. And it will give a soul to the campaign and will connect the brand and its customers.
Now apply this definition to our campaign, the Big Idea which connect Nike and its customers is: GREATNESS IS FOR ALL OF US !
Once the winning idea approved, the campaign was established on the Internet by activating social networks, because do not forget we are talking about digital on this blog ..!
Once the winning idea approved, the campaign was established on the Internet by activating social networks, because do not forget we are talking about digital on this blog ..!
GAMEONWORLD, THE DIGITAL ECOSYSTEM
The centerpiece of the campaign is the film that was broadcast on social media and digital channels and supported by a global YouTube homepage promotion.
The campaign is elevated by a global Twitter #findgreatness promoted hashtag that has increased conversations around how athletes everywhere find their own greatness.
As "Find Your Greatness" seeks to inspire everyone in their own personal achievements, Nike+ Running, Nike+ Basketball, Nike+ Training and the Nike+ Fuelband are the tools that enable everyday athletes everywhere to measure their performance and motivate themselves to do more.
The Nike+ digital ecosystem has over 8.5 million members globally, and Nike is creating a series of digital missions through Nike+ to motivate people, including a "Greatness is Ours" mission that aims to make the most active recorded day ever through Nike+.
People who engage in the missions will be encouraged to share their activity through social media and this will then be displayed on the Nike+ Fuelstream, a dynamic online stream of imagery and consumer comments.
They will also be elevated through Nike’s own social channels @nike, @niketraining, @nikerunning, @nikebasketball, which will encourage users with @replies and motivation, and ultimately help stimulate and drive users to achieve their greatness.As "Find Your Greatness" seeks to inspire everyone in their own personal achievements, Nike+ Running, Nike+ Basketball, Nike+ Training and the Nike+ Fuelband are the tools that enable everyday athletes everywhere to measure their performance and motivate themselves to do more.
The Nike+ digital ecosystem has over 8.5 million members globally, and Nike is creating a series of digital missions through Nike+ to motivate people, including a "Greatness is Ours" mission that aims to make the most active recorded day ever through Nike+.
People who engage in the missions will be encouraged to share their activity through social media and this will then be displayed on the Nike+ Fuelstream, a dynamic online stream of imagery and consumer comments.
The hub for this is nike.com/gameonworld a motivational online destination to share progress and success through a series of tools and digital services designed to make every athlete better.
Campaign : « Find Your Greatness »
Brand : Nike
Period : July 2012
Agency : Wieden Kennedy
Themes: Insight / Big Idea
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