Optimized Beijing Marathon Advertising Update 0907.ppt

,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Beijing MarathonAdvertising Update,Sep.7,2005,Communication Objective,Demonstrate Nikes point-of view that running should not be boring especially with the rest of Beijing,Nike POV,The Beijing marathon is a party with 27,000 people,Single Minded Response,Nike made the running day fun,The Creative,Beijing Indulge in the fun,Idea,Whatever desires you had been refrained from,can be abreacted today.,Theme Line,北京 撒欢儿,*,Beijing,Indulge in fun,*,撒欢儿,is a colloquial Beijing expression.,It describes the frantic joy of someone indulging in great fun,An offering to the stressful,Beijngers,who have been repressed from enjoyment in their hectic daily routines,The Logo,Beijing,Indulge in the joy,Have always been,Finally I can,Trishaw Puller,Niu,Yong,Gui,cats,Digital,Manifesto board to encourage target to break out with a wish they have been suppressed from:,“Have always been Finally I can”,Stress Relief Running Game,Newspaper Special Buy,Beijing Morning Post,Roll-up newspaper in baton look,Symbolize getting baton onto hands of,Beijingers,to run join the fun of Marathon,Radio,Radio broadcast during event day,and on radio programs,