Memorable Marketing Campaigns – 4.NiKON, ‘I am Nikon’.

Nikon Corporation, also known as just Nikon, is a Japanese multinational corporation headquartered in Tokyo, Japan, specializing in optics and imaging. Its products include cameras, binoculars, microscopes, measurement instruments, and the steppers used in the photolithography steps of semiconductor fabrication, of which it is the world's second largest manufacturer. The companies held by Nikon form the Nikon Group. 

The "I AM Nikon" ad campaign was launched in 2010 in order to achieve an ambitious goal of improving market positioning in the compact segment for Nikon, a brand often associated with professional photography and high performance cameras, as well as to attract a wider range of consumers. In order to convey a more accessible, more attractive image, instead of the brand talking about itself, this ad campaign was launched with the concept of Nikon camera customers speaking from their perspective. Through this campaign, brand awareness in 12 European countries increased dramatically with a 37% in Germany.

Campaignlive reports that Nikon will start a new "I am..." advertising campaign. The ads will be displayed online, in print, on TV and outdoors. In the past, the "I am..." campaign was mainly promoting the Coolpix product line. The interesting part is that the advertising will start a week after the rumored product announcement on April 4th.

So, what does this mean? It expected all those Nikon announcements fan’s been waiting on are that much closer. The Nikon D7000 should be announced very soon. Additionally, The Nikon D4000 announcement is over-due. The D4000 is very long in the tooth in relation to it’s tech specs.  Nikon really needs to play catch up here. The D4000 needs to be AT LEAST 12 megapixels, and it wouldn’t hurt to have 1080 HD video (something that I think will pretty much be standard on ALL DSLR bodies soon). So, the two big Nikon DSLR announcements I expect to hear any day now are the D7000 and the D4000.  The D900 will come soon too, but likely at a later time and date than the D7000 and D4000 announcements.

In short, to introduce new product, they use noticeable advertising campaign. 

Memorable Marketing Campaigns – 3.NiKE, ‘Just Do It’

The Nike brand has become so strong as to place it in the rarified air of recession-proof consumer branded giants, in the company of CocaCola, Gillette and Proctor & Gamble. Brand management is one of Nike’s many strengths. Consumers are willing to pay more for brands that they judge to be superior in quality, style and reliability. A strong brand allows its owner to expand market share, command higher prices and generate more revenue than its competitors. With its “Just Do It” campaign and strong product, Nike was able to increase its share of the domestic sport-shoe business from 18 percent to 43 percent, from $877 million in worldwide sales to $9.2 billion in the ten years between 1988 and 1998. Nike spent $300 million on overseas advertising alone; most of it centered around the “Just Do It” campaign. The success of the campaign is that much more remarkable when one considers that an estimated 80 percent of the sneakers sold in the U.S. are never used for the activities for which they have been designed. 

The “Just Do It” campaign seemed to capture the corporate philosophy of grit, determination and passion, but also infused it with something hitherto unknown in Nike ads—humor. Nike had always been known for its “detached, determined, unsentimental” attitude.  “In a word, [Nike is] cool.” The “Just Do It” campaign was also effective in reassuring consumers that the brand they picked, Nike, was a quality brand. This was most effectively portrayed by celebrity sports figures such as Bo Jackson, John McEnroe and later, Michael Jordon. If Michael Jordan can play an entire NBA season in a pair of Nikes, certainly the average weekend warrior can trust the shoes’ durability.

구글 블로그 사용방법과 스킨 수정: 구글 코리아의 텍스트큐브닷컴 블로그 주소와 구글 블로그의 백링크

구글 블로그 사용방법과 스킨 수정: 구글 코리아의 텍스트큐브닷컴 블로그 주소와 구글 블로그의 백링크

Memorable Marketing Campaigns – 2.COCA COLA in Australia – ‘Share A Coke’

Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century.

Coca Cola Australia has introduced a new campaign – ‘Share A Coke’ in 2011 summer, which campaign puts names on Coca-Cola bottles and cans.  Coca-Cola is replacing its traditional branding with one of Australia’s 150 most popular first names for a new ad campaign in the country. Australians can pick up a personalized bottle or can at a supermarket, or get their name printed on a can of Coke for free at one of 18 Westfield Shopping Centers. At select outdoor sites, such as Kings Cross in Sydney, the names of passers-by will be projected on to the billboard via SMS.

For those with a more unusual name, there will be an opportunity for shoppers to create a custom can of Coke with their name on it at various Westfield Shopping Centers over the next few months. A Coke spokesperson said: Names were chosen to represent a cross section of the Australian population. We used publicly available data to review the most popular names in Australia and ethnic representation in Australia to ensure the diversity of our multi-cultural nation was represented appropriately.

People will also be able to download one of 150 ‘name songs’, produced in partnership with Southern Cross Austereo. The songs can be chosen via a Coke Facebook page. (http://www.facebook.com/CocaColaAustralia?sk=app_161596147260366)



Memorable Marketing Campaigns - 1.ABSOLUT VODKA '‘Absolut City’ '

ABSOLUT VODKA is one of the famous and popular liquor markets in the world especially in high concentrated alcohol. Absolut was established by Lars Olsson Smith and produced in Åhus, south Sweden in 1879. In 1979, it was introduced to the world market. After expanding the market to the world, Absolut had been grown from 90,000 litres to 96.6 million litres. It has become the third largest vodka brand and is being sold in 126 countries.

In July 2008, the company had owned by the Pernod Ricard who bought V&S Group from the Swedish government. Absolute Vodka has gained reputation due to long running advertising campaign which is its own unique advertising strategy. The campaign has been starting in around 1980 with photographer Steven Bronstein. More than 1,000 advertising posters are included a feature of Absolute bottle shape and the title (“Absolute_____.”) on the bottom. The company has kept the advertising style with various campaign titles. 

Absolut Advertising [image]. (n.d.). Retrieved from http://absolutad.com/absolutgallery /cities/?f= 120&n=24

Consumers easily can notice that the Absolut Vodka’s distinctive advertising characteristic is a concise catchline and an inventive image on the ad poster. I believe that there is one way to alive in keen advertising world, which is the Absolute just keep going their ad style. This is not a simple recommendation. This recommendation is brief, but important. It is within bounds to say that one of the reasons why AV can succeed even today is because of their ad style. In 1987, once AV introduced the America market, they broke the American’s stereotype that vodka is cheapie by Cities series campaign ad prints.  As a result, Absolut Vodka has taken share about 80% in America vodka market as leader in vodka market.  It can prove that AV’s advertising style is one of the success reasons.  If AV don’t break their insist, they can maintain their reputation in both vodka market and advertise world.

Absolut Drinks  [image]. (2008). Retrieved from http://latimesblogs.latimes.com/laplaza/2008/04/mexico-reconque.html

The Absolut’s advertising indistinctly hangs between ad and art. They re-create the daily life to totally novelty thing. The Absolut Cities and In an Absolut world might the best popular campaign among a number of ads.