The main message behind thiscampaign is to get everyone urgentlyto loose weight by either; runningmiles, joining a sport and basicallynot being lazy. There is no answeringback in this Advertisement campaignas you have to „Just Do It‟!What Just Do It mean is that theywant you to just do it! Don‟t thinktwice, don‟t have second thoughtsand don‟t be lazy just get up and dofitness. The campaign wants you tostop procrastinating and startexercising!
Just Do It‟s target audience is aimedat people who could actually dofitness, so the old generation aged 60and over are out of the question. JustDo It aim at sport preps, Un fit peopleand the younger generation. Anyoneto be honest in a way as they wanteveryone to be fit, however probablythey feel they can‟t encourage theolder generation as they areunhealthy, not active and weak as itis.
The Strategy used is to give people self believe inorder to stay fit by wearing the brand „Just Do It‟.This is also convinced to be good as thecampaign also have celebrity endorsed throughJust Do It advertisements. In this I mean havingactual athletics wearing their brand to persuadethe public to be their brand as its popular.
The Method used to reach the target audience wasby making „Just Do It‟ school bags to match theretarget audience the younger generation. Also byhaving „Just Do It‟ T-shirts/Jumpers match bothtarget audience because the younger generation useit as a fashion object. Athletic people wear it to givethem confidence while playing their sport, in the gymand doing a regular jog.
The ads made starting an exercise regime seem likea necessity, and the way to start exercising was tobuy Nike merchandise. More importantly, by owningNikes you were instantly a member of a desirablegroup. The campaign was easily identifiable (to thepoint that Nike eventually did not even bother todisplay the word “Nike” in commercials—the swooshwas enough) and stayed true to its message.
The timing of this campaign could not have beenbetter. Americans were buying exercise equipment ata record pace in the mid 1980s, and body worshipwas at an all time high. Nike tapped into consumers‟desire for a healthy lifestyle by packaging it into apair of $80 sneakers. The ads were oftenhumorous, appealing to the cynic in all of us, whileimploring consumers to take charge of their physicalfitness.