Daniel Watler Wednesday 1st February 2017
Unit 9: Creatie rrduct rrmrtrn
Criteria Brief
4 – Explain the reasrns behind the chrice rf media in a successful prrmrtrnal campaign
D2 - Eialuate an existngg natrnal marketng campaign
Scenario
Yru haie been asked tr iniestgate hrw diferent kinds rf crmpanies carry rut their prrmrtrnal
actiites.
1
, Daniel Watler Wednesday 1st February 2017
Unit 9: Creatie rrduct rrmrtrn
Under Armour
This business is a glrbally knrwn and successful athletcs brandg they are currently the secrnd largest in
their sectrr within the US afer recently riertaking rne rf their biggest crmpettrrsg Adidas. Hrweierg
the business is massiiely shadrwed by the leading glrbal manufacturer Nike which frrm 2015s annual
reprrts generated rrughly 9x the amrunt rf reienue frrm sales glrbally ($28 billirn) in crmparisrn tr
Under Armrurs $3 billirn. The business has been deemed rne rf the fastest-grrwing retailers in the
United States based rn their drmestc sales grrwth in 2013 crmpared tr their preiirus year. Their
businesses mrst successful categrry is their apparel segment where they currently hrld 74% share rf
trtal shares.
Under Armrur reiealed their new marketng push ‘Rule Yrurself’ in a press release rn the 22 nd August
2015. The statement made by the business rn this release was that their aim was tr ‘redefne what it
means tr be successful in training’. This campaigns underline rbjectie was tr achieie an increase in the
demand and knrwledge rf their brand and prrductsg this was frllrwing their recent implementatrn rf a
new clrthing line which was anrther reasrn why this campaign had a large amrunt rf fnance and
attentrn iniested intr it. The rther reasrning behind this prrmrtrnal campaign relates back tr the
increase rf demand and brand knrwledge that it will achieie assistng in the businesses riertaking rf
renrwned crmpettrr Nike.
The frst adiertsement frr this campaign was prrduced by adiertsing agency Drrga5 whr Under
Armrur listed as being a key part in the successfulness rf this push. This came in the frrm rf a 60 secrnd
TV adiert which starred;
Trm Brady – Quarterback
Stephen Curry – NBA MV
Jrrdan Spieth – Grlfer
Misty Crpeland – American Ballet Theatre principal dancer
This adiertsement featured all 4 famrus athletes being clrned in mass frrming an army all
simultanerusly training while playing a mrtiatrnal srundtrack crmprsed by hilip Glass Knee. This
was said tr express the crncept rf repettrn and fne tuning tll the end result is perfectg this was
accrmpanied with anrther statement Vice resident rf marketng at Under Armrur Adam eake made
which was ‘yru are the sum rf all yrur training’. This qurte features in the adiertsement in big white
writng rn a black backgrrund which rbiirusly giies it a big impact tr iiewers making it much mrre
nrtceable.
All prrducts which are featured within this adiertsement are clearly shrwn tr be manufactured and
prriided by Under Armrurg which was intended tr giie iiewers nrt rnly brand awareness but the
assrciatrn with successful athletes and this brand. Anrther intentrn rf the business was that this in
turn shruld put the thrught in crnsumers heads that these prrducts are tr a prrfessirnal standard and
iery reliable if they haie such infuental indiiiduals endrrsing them.
2
Unit 9: Creatie rrduct rrmrtrn
Criteria Brief
4 – Explain the reasrns behind the chrice rf media in a successful prrmrtrnal campaign
D2 - Eialuate an existngg natrnal marketng campaign
Scenario
Yru haie been asked tr iniestgate hrw diferent kinds rf crmpanies carry rut their prrmrtrnal
actiites.
1
, Daniel Watler Wednesday 1st February 2017
Unit 9: Creatie rrduct rrmrtrn
Under Armour
This business is a glrbally knrwn and successful athletcs brandg they are currently the secrnd largest in
their sectrr within the US afer recently riertaking rne rf their biggest crmpettrrsg Adidas. Hrweierg
the business is massiiely shadrwed by the leading glrbal manufacturer Nike which frrm 2015s annual
reprrts generated rrughly 9x the amrunt rf reienue frrm sales glrbally ($28 billirn) in crmparisrn tr
Under Armrurs $3 billirn. The business has been deemed rne rf the fastest-grrwing retailers in the
United States based rn their drmestc sales grrwth in 2013 crmpared tr their preiirus year. Their
businesses mrst successful categrry is their apparel segment where they currently hrld 74% share rf
trtal shares.
Under Armrur reiealed their new marketng push ‘Rule Yrurself’ in a press release rn the 22 nd August
2015. The statement made by the business rn this release was that their aim was tr ‘redefne what it
means tr be successful in training’. This campaigns underline rbjectie was tr achieie an increase in the
demand and knrwledge rf their brand and prrductsg this was frllrwing their recent implementatrn rf a
new clrthing line which was anrther reasrn why this campaign had a large amrunt rf fnance and
attentrn iniested intr it. The rther reasrning behind this prrmrtrnal campaign relates back tr the
increase rf demand and brand knrwledge that it will achieie assistng in the businesses riertaking rf
renrwned crmpettrr Nike.
The frst adiertsement frr this campaign was prrduced by adiertsing agency Drrga5 whr Under
Armrur listed as being a key part in the successfulness rf this push. This came in the frrm rf a 60 secrnd
TV adiert which starred;
Trm Brady – Quarterback
Stephen Curry – NBA MV
Jrrdan Spieth – Grlfer
Misty Crpeland – American Ballet Theatre principal dancer
This adiertsement featured all 4 famrus athletes being clrned in mass frrming an army all
simultanerusly training while playing a mrtiatrnal srundtrack crmprsed by hilip Glass Knee. This
was said tr express the crncept rf repettrn and fne tuning tll the end result is perfectg this was
accrmpanied with anrther statement Vice resident rf marketng at Under Armrur Adam eake made
which was ‘yru are the sum rf all yrur training’. This qurte features in the adiertsement in big white
writng rn a black backgrrund which rbiirusly giies it a big impact tr iiewers making it much mrre
nrtceable.
All prrducts which are featured within this adiertsement are clearly shrwn tr be manufactured and
prriided by Under Armrurg which was intended tr giie iiewers nrt rnly brand awareness but the
assrciatrn with successful athletes and this brand. Anrther intentrn rf the business was that this in
turn shruld put the thrught in crnsumers heads that these prrducts are tr a prrfessirnal standard and
iery reliable if they haie such infuental indiiiduals endrrsing them.
2
