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Nike: Surrounding Consumers by 7 Advertisement Platforms
written by Kuo, Chih-Ting
photoed by Chuang, Cheng-Yuan
Some people don’t see Nike as a sportswear company, but as a marketing company. This multimedia integrated marketing giant stirred the market again by the project that used 7 advertising platforms to sell sport shoes, transformed a young player into a shining star, and even made people shop via mobile phones while walking.
You must have heard of Nike.
If you are a high school student who loves watching basketball games, you must have seen Nike’s commercial performed by its advertising stars. If you are an office worker shopping in the trendsetting Hsin-Yi District, you can’t miss Nike’s building-size billboard. If you are a fashion collector, you must know where to go on the Internet for the stories of Nike classic sport shoes.
No wonder that some people don’t see Nike as a sportswear company, but as a marketing company. In the world’s most value brand ranking, Nike is at 33. No matter whether in sportswear or fashion clothing fields, no other brand is better than Nike.
There is no doubt that Nike stays ahead of the trend in brand communication. Even though Nike’s target group is 15 - 24, the most difficult age range to predict, Nike always manages to successfully engage them.
“We have been presenting our advertisements and designing our marketing campaigns by combining innovative media types for a long time,” said Nike Taiwan’s brand marketing assistant manager Tsai, Wen-Ting. This is also the biggest technology impact for marketing and advertising workers nowadays.
Young peopl ...