Creative Execution
The goals in a campaign are turned into reality through the help of productive media strategies. These media techniques need to be attractive and appealing to consumers for them to be successful. Therefore, the right advertising choices ought to be in accordance with the message being conveyed. Furthermore, the message needs also to be tactical and convincing. Concerning the appropriateness of these tactics, they also need to align with the company’s campaign objectives and targeted its consumers. The FITNATION campaign, as such, is aimed at demonstrating its product line by magnifying their appeal to contemporary lifestyles and integration in the everyday life setup (Forbes, 2016). The following are examples of the elements used.
The ability of new customer prospects to view a girl with a not too skinny or lean body before doors represents the dilemma people are faced with when determining life choices. She is a representation of the average consumer. In the first scenario from opening the first door, she sees herself in jeans eating at a campus food joint, translating the unhealthy eating people are engaged in – making them uncomfortable in their casual wear. This realisation and discontent pushes her into shutting the door and opening the next. The second door presents herself running alongside a group of joggers. In the beginning, she experiences a hard time keeping up in her regular jogging attire, making her sweat so much and feeling uncomfortable. However, when she changes to FITNATION apparel, she begins feeling more confident about her presentation and the perfect fit in her new outfit makes it possible for her to outrun the rest of the group. This feat describes the empowerment derived from using FINATION products that enables one to overcome fitness challenges.
Turning to the third door, she is in a grocery store trying to reach for a top shelf when she rips her shirt – depicting poor quality in the shirt. Alternatively, the same scenario occurs while she is in FITNATION clothes. However, this time, she is able to reach for all her preferences in top shelves without any unfortunate rips on her clothes. As a result, the occurrence reinforces the quality put in making FITNATION products to customers viewing the ad. In the final door that the girl enters, she is presented with a key to unlock it and upon entering, finds a FITNATION store for all the product solutions to her previous predicaments. Picturing all the right ways these products helped to correct the issues she was facing and now making them successful, the logo with UNLOCK YOUR POTENTIAL is displayed to signify how the product enables her to succeed.
Similarly, the print ads represent various people in different daily activities including jogging, working, and running regular errands all in FITNATION apparel. This illustration is used to signify the versatility of the products in every day utility. Using the print advertising technique utilizes the cues such as those presented from the company slogan and logo (Fontein, 2020). The presentation of an elephant on the logo depicts the features of the consumers that manifest from the use of FINATION products. Therefore, they are compelled to feel a sense of power and dignity as well as a cultural depiction of strength and wisdom. The visual presentation of these elements directly influences the customers favour and preference towards FITNATION
The application of internet and social media platforms in the FITNATION advertisement campaign is quite effective in reaching a huge percentage of the target market – which includes the millennial age group. The consumer insights have proven the wider market for FITNATION products to be aged between 18 to 25 years (Statista, 2018). The use of the hashtags #FITNATION or #Unlock you are impactful in the social media posts on platforms like Instagram. This reasoning is derived from further insights that prove that having motivational and uplifting slogans and messages impact the consumers positively into endorsing the company products. As a result, the web media is effective to capture the attention of a much wider market scope.
References
Fontein, D 2020, Everything Social Marketers Need to Know About Generation Z, viewed 12th May 2020, <https://blog.hootsuite.com/generation-z-statistics-social-marketers/>
Forbes, 2016, The Athleisure Trend is Here To Stay, viewed 12th May 2020, < https://www.forbes.com/sites/greatspeculations/2016/10/06/the-athleisure-trend-is-here-to-stay/#6a03f5fe28bd>
Hickey, Z 2019, Marketing to Gen Z: It’s All in the Experience, viewed 12th May 2020, < https://www.linkedin.com/pulse/marketing-gen-z-its-all-experience-zara-hickey>
Statista 2018, Second screen usage of Gen Z internet users worldwide while watching TV as of 4th quarter 2018, viewed 12th May 2020, <https://www.statista.com/statistics/295016/teens-tv-internet-second-screen-usage/>
