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Nike+ Fuel Band

mk: advertising
by

dina d

on 29 April 2013

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Transcript of Nike+ Fuel Band

NIKE+ FUEL BAND SITUATION ANALYSIS SITUATION: Not just a step counter or a calorie counter
OBJECTIVE: Engage those consumers who do not believe they are the target
consumer for NIKE, specifically the Fuel Band
MISSION: Bring inspiration and innovation to every athlete* in the world
*Athlete = anyone who has a body TARGET OBJECTIVE WHO'S ON YOUR TEAM? WHO WORKED THE HARDEST? REACH & FREQUENCY GOALS MEDIA PLAN CLOSING SIX-ADS 25-50 year old (male and female)
Those who need help staying motivated
Desire to lead healthy lives
People with busy schedules
40+ hour work weeks
Family orientated
Body conscious Convince people who lead active lives, which does not necessarily mean athletes, that they should purchase the Nike Fuel Band because they will be motivated and inspired to be more active since that Nike Fuel band has the ability to keep track of calories and activities without any effort and it will track their progress online enabling them to see the changes. Time
Sports Illustrated
Cosmopolitan
Maxim SportsCenter
30 Minute Meals The Ellen DeGeneres Show
Modern Family
The Biggest Loser MSN
YAHOO
YouTube
Twitter •The Nike Fuel Band is unique because there are no other products that have the same ability to track each movement that an individual makes.
•Tracks steps as well as the amount of calories burned,
•For the everyday person
•Motivational tool to get people to be more active and healthier
•Not only targeted at athletes
•Unique selling proposition: a motivational tool for the common person TWO CONCEPTS Who's On Your Team?
Who Worked the Hardest?...We Know! :30 commercial :60 second commercial Print Ads Digital
Full transcript