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TIME IS PRECIOUS.
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PHOTOGRAPH BY NIKE 1993
OVERVIEW
DESCRIPTION
For the project, the mission is to expand Nike's existing advertising campaign.
The Nike advertising campaign, "Time is precious, are we running today?" was launched in 2016 by agency Wieden & Kennedy Portland. The campaign serves the Nike running series. It aims to remind young teenagers that “Time is Precious.” Young people need to get off their screens, away from social media, and out exercising.
The extension campaign will remind the young people to make time for sports even during the COVID-19 – Away from these electronic devices.
TARGET AUDIENCE
14-38, Work from home, spend much time on screen and repeat everything at home during COVID-19.
MEDIA CHOICE
Tv Commercial Ads, Tik-Tok in-Feed Video Ads, OOH Ads (Posters & Bus Station)
OUTCOMES
NIKE- TV COMMERCIAL ADS
DURATION: 01:12
SCRIPT
Waking up, checking your screen before getting out of bed.
Browsing the notifications during breakfast.
Reading a tremendous amount of opinions about politics.
Working from home. Checking your phone. “Working” from home but really, still checking your phone.
Taking a snack break.
But bringing your phone. Watching videos, Videos of dogs. Videos of cats. Videos of cows and a man are playing the saxophone.
Charging your phone. Going back to “work” but really, still glancing your phone, Browsing the latest collection of favorite brands, eating snacks, watching muted videos, chatting with friends.
Sharing the videos you found on Feed. Sharing the videos you found on Reels. Watching those videos again.
Learning new recipes online, posting your food story online, likes, comments, reactions, replies, replying, chatting with friends, forwarding the recipe to your friends.
Charging your phone again. Taking a water break, Taking a coffee break. Taking another snack break.
Scrolling through your screen on the couch. Scrolling through your screen on the floor. Scrolling through your screen on the toilet. Watching. Watching. Scrolling. Swiping. Scrolling.
SCRIPT
Videos of stuff.
Videos of dance.
Videos of someone lip-syncing a song and dance.
Videos of unique skills, of tasty videos, of DIY crafts, slow motion video of at-home science experiments.
Videos of animals.
Videos of cats.
Videos of dogs.
Videos of cats messing with dogs.
Videos of challenges.
Videos of people launching impossible challenges.
Video of people completing impossible challenges.
Comment videos, like or dislike the videos, sharing the videos with friends, watching those videos again.
More videos of stuff.
NIKE - TIK-TOK VIDEO ADS
DURATION: 00:43
VERTICAL OOH ADS (1880 X 2660)
HORIZONTAL OOH ADS (1920X1080)
Set up the advertisements at specific locations, Park, bus stop; these locations are the most frequent locations for running. Since the epidemic, many gyms, restaurants, and entertainment venues have been closed; however, parks have become the most frequent place for people to hang out.
STREET ADVERTISING BOARD
BUS STATION LED ADVERTISING BOARD
PROCESS
BACKGROUND INFO
From 1964 to 1978, Nike formerly was called Blue Ribbon Sports, headquartered in Oregon. The company was renamed Nike in 1978. Nike is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. The purpose is to unite the world through sport to create a healthy planet, active communities and an equal playing field for all.
“Time is Precious”—Are We Running Today?
Launched Year: 2016
Agency: Wieden+Kennedy Portland.
Media Platforms: Digital Ads, Print Ads, Social Media.
EXTENSION CAMPAIGN BACKGROUND
During the pandemic, many countries worldwide, including many states in the United States, announced the requirement that residents stay at home to keep safe. Reduce the spread of the coronavirus. The school closed on-ground courses and adopted virtual classes. The company allows employees to work from home. Also, entertainment places are temporarily closed. The restaurant only supports the delivery service. Many people choose to stay at home to reduce the spread of the virus, but it leads to boredom because we repeat the same thing every day. Young people spend more time on electronic devices and social media but ignore sports and running.
COMPETITION
VS
The Nike Run Club is Free. Enjoy all functions without paying extra. The Nike Run Club has a Large Number of Users. (Strengths)
There’s no option to get more advanced or in-depth stats. (Weaknesses)
TARGET AUDIENCES
14-38 years old;
Young people who are lost on social media platforms;
Young people who spend many times on electronic devices during COVID-19.
PERSONA
James ($5k/month) is from Atlanta, Georgia, and lives in a suburb 50 miles from the downtown. He works for a design company downtown. Due to the Covid-19, the company decided to adopt “work from home.” James loves sports. He loves to go to the gym downstairs(company) for a run every week during his free time. Therefore, he often buys sports products. Due to the epidemic, many gyms were closed, so James had to stay at home, repeat the same thing every day. Nevertheless, James still tries to exercise at home.
Name: James
Age: 32
Occupation: Designer
Lisa is a high school basketball player who is passionate about sports. She has to participate in training every day. Lisa loves sports. Since the COVID-19, the school began to implement virtual teaching. She reduced her training time and chose to use social media most of the time. She is addicted to video-sharing software -TikTok, which often caused her to forget weekly running training. The COVID-19 makes her different from before, but she never forgets that she is an athlete. She still insists on running every week.
Name: Lisa
Age: 17
Occupation: Student
John is a professional Esports player ($6k/ month); he likes games and animation. He loves to stay at home. He is used to buying products such as clothes, games, and food on the Internet. What John does most often is to ask his friends to hang out in the park on weekends. This is his only chance to go out a week. Nevertheless, he still plays mobile games with friends in the park. This lifestyle caused him to gain weight and decrease his health. Therefore, under the doctor's guidance, he plans to lose weight and return to a healthy physical condition. Currently, his favorite thing is running near the park.
Name: Jone
Age: 25
Occupation: Professional Esports player
SWOT ANALYSIS
Strengths
​
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High Brand Awareness
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Huge Customer Base (Nike Run Club has 28 million users in the US).
Opportunities
​
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Expand the campaign to incorporate with the pandemic.
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Most people lost on social media and TV shows during COVID-19; Digital advertising will attract many viewers.
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Great potential customer demand.
Weakness
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Criticize ads for encouraging people to go outside. (COVID-19)
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High Ads budget (Multi-platform).
Weakness
​
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Criticize ads for encouraging people to go outside. (COVID-19)
-
High Ads budget (Multi-platform).
MEDIA CHOICES
Social Medial
(Tik Tok - Top View, In-Feed Ads)
OOH Ads
(Bus Station, posters Ads)
TV Commercial
(Video Ads)
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