again, you want to be cool!!!
one way to be cool when you're a teen is to join a group of people who speak your language. not just native language, but your 'teen" language - the language of your peers.
so Weiden +Kennedy teamed up with Plazm Media and created a poster campaign that ran for Nike - one that embrace adolescents' unique dialect.
"all cotton" is a basketball term. those in the know know that it's a term for making a shot without hitting the backboard. so in teen talk, the 'all cotton club" is where beat meets the street.
to make the promotion even more topical, the posters ran only in new york city, in the bus shelters and subways around the area where the original "cotton club" first opened its doors. it was what Nike and Weiden + Kennedy called a "city attack" campaign - blanket a small area that has your core target audience and make it impossible to ignore. and the look of the posters was hand drawn, the way it was on the original 'cotton club" posters.
specifically, the posters were designed to promote the benefits of two new performance basketball shoes by Nike. "the air powermatic" is a basketball shoe specifically designed for power and an inside game, whereas the "air flightposite" shoe is designed for fitness and the outside game. but, much, much important than that is the fact the posters made teens feel like a part of something. they were a way to make teens feel cool.
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For targeting teenagers it is essential indeed to connect with them on a level they perceive as relevant or as you say "cool". However, I guess the difficulty was with every target group is to find the key factors that click with the desired audience. The term "cool" is not very specific and I can imagine that is quiet difficult for adults to create campaigns for youngsters that they really perceive as credibly cool. I remember that my perception of what is cool and what not changed quiet fast and often when I you a teenager...hence, to get it right at the right time may be a bit of a challenge! Was the campaign a success then?
ReplyDeletei think is quite a success... i knew this campaign by my friend who is a basketball fans in USA. and the posters were everywhere in the nike shops in USA too.
ReplyDeletemarketing in teenager, which is the age of people who actually don't make money by themselves and get money from their family, I think it should include the parent's idea, because in many cases, for a teenager to be able to spend the bigget amount of money, permission from the parents are usually needed, so for example, sports will be a quite health option for the parent, instead of some violent video games.
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