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.