Intelligence
Case Studies
NIKE -Reaching a Specific Target Audience | NIKE -Reaching a Specific Target Audience |
|
|
ChallengeNike wanted to promote their new basketball line up during the All Star Games to their target audience of urban males. The objective was to reach this audience in an intimate, cultural setting with a relaxed environment that allowed Nike to engage their attention - unlike urban magazines that were saturated with footwear/apparel competitors. MacDonald Media, Nike's OOH media planning/buying agency, reached out to Ambient Planet for help in breaking through the clutter. Strategy Urban males are notorious for spending lengthy visits in the barber shops not only for their services, but also to interact with peers and to catch up on the latest trends, events and neighborhood gossip. Ambient Planet placed ove- sized free standing billboards in areas of the venues that offered high visibility: in waiting dens, in windows and at check outs. Nike also provided alphabet books showcasing the current All Star basket ball athletes which were distributed to customers throughout program duration. Results This initial program was very well received by customers and venues who were buzzing about the game, the athletes and Nike's clever strategy. Customers were excited to see the sneak preview of the new Nike designs and venue owners were pleased to provide value back to their patrons. Nike has since renewed their barber shop efforts with Ambient Planet and has plans for a national rollout.
|
|||||||||||||||||||||
| Last Updated ( Wednesday, 26 December 2007 ) | |||||||||||||||||||||
| < Prev | Next > |
|---|
NEW!! Download your copy of OUTREACH MAY 2008 Volume 1, 3rd Edition.
Click here to view / download
In this issue:
We are opening the vault to read and review over 30 outdoor media companies. In this edition we focus on youth marketing, big media platforms changing our landscape to the new companies to entering the network. Stay on top of some of the latest developments of top players in the industry and more. This month's edition is bigger and better than the last edition. From the response we are getting here, you're going to really like OUTREACH MAY 2008. Thank you for reading.
Read it here first or hear about later.
Airports ATM_Advertising Billboards Campus Cinema_Advertising Digital ECO Media Escalators Gas_Stations Health_Clubs management graphic marketing Media Mobile_Billboard In-Store Outdoor Advertising Pizza_Boxes Production Non-Traditional Segways Sports_Marketing Software Transit_Ads Truckside Vehicle Wraps Wallscapes Youth_Marketing
| Premier Members |
| Media Rolodex |
| GON MultiMedia |
| Marketplace |
| Web Directory |
| Submit Your Site |
| *New* Article Archive |
| Newsletter Archive |
| *January Newsletter |
| FAQs |
Escalated Advertising
Leonard Signs
Show/Hide Modules