Recently, I read an article by Ad Age discussing how Nike’s “Find Your Greatness” campaign is absolutely crushing Adidas’ “Take The Stage” Olympic campaign. Watching both ads on YouTube, I could see why. The simplicity, and gritty camera hues in the Nike spot by Portland based advertising firm Wieden + Kennedy, was much more attractive than the fast moving, sexy lady, and athlete dense Adidas ad.
On an aesthetic level, Nike was the obvious winner. But looking deeper there was something much more sticky about the Nike message.
I love this ad and don’t want to be a spoiler. If you haven’t already done so, be sure to check out the Nike ad below.
See what I mean!
This takes the simple idea that everyone can find his or her own personal greatness, regardless of the definition. Nike feeds on the idea that even though you may be in London, Norway or even East London, South Africa – you can go to bed knowing you have the same sense of achievement as an Olympic athlete.
Oh yeah, did I mention Nike isn’t even an official Olympic sponsor? Meaning Nike dances around the 2012 Olympics, London, athletes, gold metals, and everything else Olympicish, without actually breaking any rules. Unlike Adidas, which is an official Olympic sponsor, and wears it quite proudly.
But whether you’re an official sponsor or a clever poacher, video views don’t lie. Currently Adidas has 670,893 YouTube views with 1,099 like and 82 dislikes. Nike on the other hand, has 4,426,022 views with 6,555 likes and 190 dislikes.
Nike has continued the “Find Your Greatness” campaign with a more recent video that shares the story of an individual seeking greatness. This single, shot ad focuses on Nathan Sorrell, a 200-pound 12-year-old running down a rural road in London, Ohio.
So what can we learn from all this?
Points For Creativity
The growth of mainstream Internet use has made the cost of digital advertising extremely affordable. But this also means that the competition is extremely fierce. Now is not the time to conform to the group. Get creative and get bold!
Keep It Simple
Being unique does not have to be terribly complicated. Those small, simple, easy to understand ideas usually have the most profound effects.
Nike, unlike Adidas, gives viewers the opportunity to share their own story of greatness on Twitter with the hashtag #FindGreatness. By doing so they’re motivating viewers to share an inspirational message, while giving the “Find Your Greatness” campaign the viral juice that’s helping it thrive.
Know The Core Drivers
Knowing your target market is the single most important factor for success with marketing, branding, advertising, or sales. By knowing what moves them, you’re able to communicate your value and fit much better.