INTEGRATED MARKETING COMMUNICATION COURSE | MIM SMS1 | GROUP CBeatriz Aguirre, Yanis Alem, Laura Atorrasagasti, Wei Chen Lin,Carolina Llull Sperandio,Ankit Loya, Celia Morales.

AGENDABusiness model

Evaluation

StrategyMarket

DesignPlan

CreativeExecution

Business model, company purpose, stakeholders

Product features, needs& motivations, brand values

Data & information, results, leadership & governance

Competitors, Market, society

Territory, Brand promise, and external aspects

Messages, experimental map

Brief, Ideas and content development

Communication tool, touch points

2.3.

1.

4.5.

6.7.

8.

BUSINESS MODELWHO?

HOW?

WHAT?

Market leader in athletic shoes

Technically superior products: materials &technologies. Fashionable. Endorsed by top athletes and sport stars.

Most innovative sport products, for consumersacross the world.Offering a product and an experience: pre-production and post-production levels.

BUSINESS MODELCOMPANY PURPOSE

STAKEHOLDERSEmployeesShareholdersAthletes Suppliers

The community ConsumersGovernmentNGOs

We bring inspiration and innovationto every athlete* in the world.

*If you have a body,you are an athlete

MARKETCOMPETITORS

Design

Quality

MARKETMARKET

SOCIETY

Designed to moveLet’s Move Active SchoolsThe Nike’s FoundationEnvironmental Impact Child Labor

All active people "If you have a body, you are an athlete"

STRATEGYPRODUCT FEATURES

NEEDS & MOTIVATIONS

BRAND VALUES

InnovationComfortPrecision

ReliabilityTechniqueQuality

FashionablePerformance oriented

Athleticism, courage, teamwork, honor, victory, and all otheraspects correlated with sportsSpirit of determination, hip authenticity and playful selfawareness

Everyone’s an athlete, just do it Greatness is not just for elite athletes

DESIGNTERRITORY

BRAND PROMISE

EXTERNAL ASPECTS

Self-improvementOverpowerOvercomingOvertaking

Everyone is an athleteEveryone can be the best SportsPassion

LogoPackagingNike StoresWebsite

Nike +Youtube ChannelsNike Community

We are all capable of doing what we set ourselves. It's amatter of attitude

PLAN

MESSAGES

EXPERIENTIAL MAP

Human willDeterminationPerseveranceAttitude

CommitmentChallenge yourselfMotivation

Compete vs Adidas who had received the sponsorshipfor the Olympics.

Stores & POSAdvertising (TV,Internet..)BillboardsSocial MediaPackagingProduct

SponsorshipsNike CommunityPromotionPartnersPress

CREATIVEBRIEF

IDEAS

CONTENT DEVELOPMENT

Objective: Beat Adidas awareness results in the OlympicsMessage: Make people feel involved in the Olympics' spiritand relate that feeling to NikeWe would be happy if: Creation of a communicationcampaign for Nike during the Olympics in order to matchcompetitors' awareness

"To inspire and energize everyday athletes everywhere to celebrate their achievements, participate and enjoy the thrill of achieving in sport at their own level,"Greg Hoffman, Nike VP of Brand Design & Communications.

To be launched on July 2012Same message through different contact points, storiestargeting different audience

EXECUTIONCOMMUNICATION TOOLS

YouTube channels & Youtube homepage takeover during thecampaignBrand ambassadors & sponsored athletesBillboards & print adsEventsPOSProductsWord of mouthEmployeesTV commercialsTwitter: #findgreatness hashtagNike+ Fuelstream: a dynamic online stream of imagery andconsumer comments

EXECUTIONTOUCH POINTS

Social MediaBlogsFriends (WoM)AppsWebCall centerCustomerEmployeesPackagingStorePOSMerchandisingEventsPartnersPromotionsSponsorshipsInternet

TVPressOutdoorNike communityMagazines

EVALUATIONDATA & INFORMATION, RESULTS

16,000 tweets associating Nike with the word Olympic Vs 9,295 Adidas

Nike attracted 166,718 new FB fans Vs 80,761 Adidas

63% Interviewees thought Nike was an Olympic sponsor

430,600 mentions on average per day throughout campaign

10 Million views on YouTube campaign videos alone

Most Active Day ever tracked596 Million Fuelpoints via Nike +

LEADERSHIP & GOVERNANCEEVALUATION

Wieden + Kennedy (Portland)

Park Pictures A52

Spot Welders

Nicholas R.WrightProduced at Search Party Music

Trinitite Studios & Lime Studios

CREATION, ART & PRODUCTION

FILMING

EDITING

VISUAL EFFECTS

SOUND MUSIC

Nike Global Communications Featured on 25 countries

SOMEHOW WE'VE COME TO BELIEVE THAT GREATNESS ISONLY FOR THE CHOSEN FEW, FOR THE SUPERSTARS. THETRUTH IS , GREATNESS IS FOR US ALL. THIS IS NOT ABOUTLOWERING EXPECTATIONS.IT'S ABOUT RAISING THEM FOR EVERY LAST ONE OF US.GREATNESS IS NOT IN ONE SPECIAL PLACE, AND IT'S NOTIN ONE SPECIAL PERSON.GREATNESS IS WHEREVER SOMEBODY IS TRYING TO FIND IT.

Q & A