2. Seven dedicated members make up Open Window Advertising.
Delivering high quality, result oriented advertising campaigns.
Campaigns backed by both strategic planning and creative thinking.
Campaigns that work; a true breath of fresh air.
Tyler Scharmann
Kyle Curry
Lisshet Rodriguez-Perez
Kendra Davidson
Canyon Read
Christian Osborn
Sam Davis
Account Executive
Media Planner
Media Analyst
Media Buyer
Creative Director
Art Director
Copy Writer
3. TABLE OF CONTENTS
EXECUTIVE SUMMARY
SITUATION ANALYSIS
THE MARKET
COMPETITIVE POSITION
THE CONSUMER
ADVERTISING HISTORY
PAST SALES PROMOTIONS
CHALLENGES & OPPORTUNITIES
OBJECTIVES & STRATEGIES & TACTICS
TARGET MARKET RECOMMENDATION
MEDIA PLAN
COST EFFICIENCY ANALYSIS
MEDIA FLOW CHART
THE BIG IDEA
SALES PROMOTION
BUDGET RECOMMENDATION
BIBLIOGRAPHY
APPENDICES
5
7
8
12
14
18
20
22
23
25
33
37
38
41
49
53
55
57
4.
5. EXECUTIVE SUMMARY
OUR NATION IS FACING A HUGE CRISIS, ONE THAT TAKES THOUSANDS OF LIVES EVERY YEAR.
ECONOMY, AND ITS HEALTH CARE SYSTEM. SINCE 1965, PHYSICAL ACTIVITY HAS DECREASED 32%
CHILDREN AGES 9-15 HAS DROPPED THE MOST.
THE GOAL OF THIS INTEGRATED ADVERTISING CAMPAIGN IS TO COMBAT THE INACTIVITY CRISIS
THROUGH THE USE OF NIKE+. PLACEMENTS ON CABLE TELEVISION, OUTDOOR BILLBOARDS, AND ONLINE
MUSIC STREAMS WILL INSPIRE A MORE HEALTHY AND PHYSICALLY ACTIVE NATION.
ACCORDING TO RESEARCH, THE TOP THREE REASONS CITED FOR USING WEARABLE FITNESS
DEVICES ARE MOTIVATION, MONITORING FITNESS GOAL PROGRESS, AND MONITORING PHYSICAL
ACTIVITY LEVELS AND INTENSITY. THIS ADVERTISING CAMPAIGN PLANS TO MARKET NIKE+ AS THE
PERFECT TOOL TO DO JUST THESE THINGS - REACH YOUR GOALS. THE CAMPAIGN WILL BE MEASURED BY
TRACKING BOTH THE EFFICIENCY OF MEDIA AND THE SUCCESS OF THE NIKE+ COMMUNITY REGISTERING
THEIR FITNESS STATISTICS PRE AND POST PROMOTION.
WE WILL PRIMARILY TARGET THOSE IN THE 25-34 AGE RANGE. THESE ADULTS ARE HIGH SCHOOL
GRADUATES, WITH AN AVERAGE YEARLY INCOME OF 40,000-45,000. THE INACTIVITY CRISIS IS A
RESULT OF PHYSICALLY INACTIVE PARENTS NOT PROVIDING POSITIVE EXAMPLES FOR THEIR CHILDREN.
MANY OF THOSE 25-34 ARE EITHER NEW PARENTS OR BEGINNING TO START PLANNING FOR A FAMILY.
BY TARGETING THIS AGE GROUP, OUR GOAL IS TO POSITIVELY INFLUENCE THE CURRENT GENERATION
OF CHILDREN THROUGH THE IMPROVED LIFESTYLE OF THEIR PARENTS.
THE GET MOVING CAMPAIGN WILL SPAN A FULL YEAR AND USE TV SPOTS, ONLINE ADS, AND
BILLBOARDS AS THE PRICIPAL MEDIA IN 9 DESIGNATED MARKET AREAS. THESE AREAS HAVE THE
HIGHEST CONCENTRATION OF ADULTS 25-34, AS WELL AS MANY OF THE HIGHEST OBESITY RATES IN THE
NATION.
THERE WILL ALSO BE A USER-GENERATED VIDEO CONTEST. CONTESTANTS WILL ENTER A
VIDEO OF THEMSELVES ACCOMPLISHING A FITNESS GOAL. EACH WEEK, THE VIDEO WITH THE MOST
LIKES WILL RECEIVE A DONATION TO A FITNESS RELATED CHARITY OF THEIR CHOICE IN THEIR NAME.
RADIO ADVERTISEMENTS ON PANDORA AND SPOTIFY WILL PROMOTE THE CONTEST, IN ADDITION TO
PROMOTED SEARCHES AND DISPLAY ADVERTISEMENTS ON SEARCH ENGINES. ALL MEDIA WILL DIRECT
THE CONSUMER TO THE SPLASH PAGE “NIKEPLUS.COM/GETMOVING” TO SUBMIT, VOTE, SHARE, AND
LEARN MORE INFORMATION.
IN THE FOLLOWING PAGES, ENCORAGES A NEEDED LIFESTYLE CHANGE.
WITH NIKE+, CONSUMERS WILL BE ABLE TO SET AND ACCOMPLISH THEIR
GOALS LIKE NEVER BEFORE.
23. OBJECTIVES
STRATEGIES
TACTICS
Drive new users to the
Nike+ Community.
Develop Primary demand
for personal and portable
fitness.
Maintain consistency with
the current Nike image.
Obtain 200 GRPs per
market over one year,
focusing on frequency
over reach.
Increase brand awareness
in Americans’ health and
day to day lives .
Develop a communication
message appropriate to our
target audience.
Promote key differentiations
from other competitors.
Encouarge a lifestyle of daily
activity.
Increase share of voice in
the various recommended
media.
Utilize media channels such
as cable, outdoor, online
radio, and social media.
Use public desire to donate
to charity through sales
promotion efforts.
Encourage consumers to
seek out and overcome
personal goals.
23
28. CHARACTERISTICS
I MAKE SURE I EXERCISE REGULARLY
I DO SOME SPORT/EXERCISE AT LEAST ONCE A WEEK
IT IS IMPORTANT TO BE ATTRACTIVE TO THE OPPOSITE SEX
28
43. WHY ARE WE HERE?
WHO ARE WE TALKING TO?
WHY? WHAT IS THE MOST SIGNIFICANT CHANGE WE CAN CREATE?
HOW? WHAT CAN PROPEL THIS CHANGE AS A STRATEGY?
WHAT MAKES THIS BELIEVABLE?
WHAT DO WE NEED TO KEEP IN MIND?
CAMPAIGN PROPOSITION:
GOALS GET YOU MOVING
43
44. TELEVISION
GOALS
1. OPEN ON LONG SHOT OF A KICKER
LINING UP TO TAKE A GAME WINNING FIELD
GOAL, SWEAT POORING DOWN HIS FACE.
2. MEDIUM SHOT OF A HOCKEY PLAYER
SLOWLY SKATING UP TO TAKE A GOAL DURING A
SHOOTOUT.
3. MEDIUM SHOT OF A SOCCER PLAYING
LINING UP TO TAKE THE FINAL SHOT DURING A
SHOOTOUT.
4. MEDIUM SHOT OF THE KICKER TAKING
HIS RUN UP IN SLOW MOTION.
5. MEDIUM SHOT OF THE HOCKEY PLAYER
LOADING UP A SLAP-SHOT.
6. MEDIUM SHOT BEHIND SOCCER GOAL
TAKER, HIS LEG COCKED BACK
7. CLOSE UP SHOT OF THE FOOTBALL
KICKER PLANTING HIS FOOT AND HITTING THE
BALL.
8. CLOSEUPSHOTOFTHEHOCKEYPLAYERS
STICK HITTING THE PUCK, AND THE PUCK FLIES
RIGHT OFF THE ICE TOWARDS THE CAMERA.
9. CLOSE UP SHOT OF THE SOCCER PLAYER
TAKING AND EXTRA STEP, PLANTING HIS FOOT
AND STRIKING THE BALL.
10. FINAL CLOSE UP SHOT OF A NIKE SHOE
PLANTING ON THE PAVEMENT OF A HOT
DRIVEWAY AT DUSK.
11. MEDIUM SHOT OF A YOUNG WOMAN,
DRESSED IN NIKE RUNNING GEAR, WEARING AN
IPOD WITH THE NIKE RUNNING APP PULLED UP.
SHE CHECKS HER STATS AND SMILES.
12. LONG SHOT OF THE WOMAN’S HOUSE
AS THE SUN IS COMING UP. SHE RUNS UP TO HER
FRONT STEPS, AND GOES INSIDE HER HOUSE.
THE TAGLINE OF THE COMMERCIAL FADES IN
TWO PHASES.
13. FIRST PART OF TAGLINE FADES IN,
“GOALS GET YOU MOVING” THAT FADES OUT
AND, “NIKEPLUS.COM/GETMOVING” FADES IN IN
ITS PLACE.
VIDEO AUDIO
SFX: CROWD CHEERING LOUDLY, PLAYER
BREATHES HEAVILY.
SFX: CROWD CHEERING LOUDLY
SFX: CROWD CHEERING LOUDLY
SFX: CROWD STILL CHEERING LOUDLY BUT IT
SOUNDS QUIET AND FAR AWAY AS THE PLAYER
FOCUSES ON HIS SHOT. SFX CONTINUES FOR
SHOTS 4-9.
SFX: SOUND OF FOOT STRIKING THE BALL.
SFX: SOUND OF STICK STRIKING THE ICE AND
THE PUCK.
SFX:CLEATSSCRAPINGTHEGRASSANDSTRIKING
THE BALL.
SFX: FOOT PLANTS ON THE DRIVEWAY. WOMAN
BREATHING HEAVILY.
SFX: WOMAN BREATHING HEAVILY. YOU HEAR
HER NIKE+ TRAINER JILLIAN MICHAELS SAY,
“CONGRATULATIONS, YOU REACHED YOUR
GOAL OF FOUR MILES TODAY, GOOD WORK!”
SFX: BIRDS CHIRPING AS THE SUN RISES.
CONTINUES FOR REST OF SPOT.
FEMALE ANNOUNCER 1: GOALS ARE WHAT GET
YOU MOVING. START REACHING YOUR GOALS
TODAY AT NIKEPLUS.COM/GETMOVING.
44
