nike plus sportwatch
DESCRIPTION
Job Cliente Nike pela Miami Ad School / ESPM. Julho de 2011.TRANSCRIPT
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#INFORMAÇÃO
Quando recebi o briefing do Nike + SPORTWATCH, um relógio que fornece
informações essenciais a corredores de rua, a primeira coisa que procurei foi:
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#INFORMAÇÃO é instintivo
Buscar
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é correr atrás de subsídios para
encontrar e escolher caminhos
= suporte
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E por isso que a gente está aqui.
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#INFORMAÇÃO Pra falar de
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O QUE O HOMEM FAZ COM ELA? #INFORMAÇÃO
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Atletas Exemplo Po
r
rua
de
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Exemplo Por
rua
de
Precisam de suporte de informações para acompanhar a própria melhoria nos treinos.
Correm nas ruas porque é onde o tempo não passa devagar.
*Constatação feita com base nas fontes: - Revista RUNNER WORLD (Maio 2011) - Revista RUN W (Maio 2011) - Fórum Wired sobre frequencímetros - Questionário com 35 pessoas (entre Corredores de Rua, Maratonistas, participantes do IronMan e alunos de academias). - Entrevistas in loco: Parque Ibirapuera e academias (80 pessoas)
A sensação de ‘‘prisão’’ da esteira incomoda. É visualmente cansativa. Não dá veracidde na constatação do pace.
As informações ajudam a manter um histórico de como estão indo para estabelecer as próprias metas e serem cada vez mais independentes nos treinos.
Atitudes
Atletas
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se informam, m
ais
#Quanto
os corredores
mais m
ais
eles mais mais
Porque
acertam
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NIKE+ SPORTWATCH E o é isso
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Histórico de Corridas
O NIKE+ SPORTWATCH é
Frequencímetro Monitor Cardíaco Design Recordes Pessoais Quick Start
GPS
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Mas acima de tudo
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O NIKE+ SPORTWATCH é
MOTIVAÇÃO ALTO DESEMPENHO SIMPLES INTUITIVO
SINCRONIA COLETIVIDADE
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O NIKE+ SPORTWATCH é
MOTIVAÇÃO ALTO DESEMPENHO SIMPLES INTUITIVO
SINCRONIA COLETIVIDADE
Mais que uma plataforma pioneira.
Mais que uma gigante do mercado.
É o próprio símbolo do esporte.
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Resumindo numa frase:
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ACERTOS SUPORTE
O NIKE+ SPORTWATCH é
COM
INFORMAÇÕES FACILITADOR DE
BASE EM
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SUPORTE O NIKE+ SPORTWATCH é
Nike
AUTONOMIA QUE
PROPORCIONAM
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Ou seja: não há regras a seguir
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TRANSGRESSÃO E ISSO É CARACTERÍSTICA do TARGET
Pressupõe a existência de uma norma que estabelece e demarca limites.
Ação humana de atr vessar
Exceder
Ult
rap
ass
ar
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- Pessoas que renunciaram ao sono as 6h30.
- Pessoas que decidiram sair de uma zona de conforto, o sedentarismo.
- Pessoas que buscam se conhecer mais, entendendo seus limites
TARGET TRANSGRESSOR TARGET TARGET TARGET
- que estipulam as próprias metas e percorrem o próprio caminho
`
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NIKE+ SPORTWATCH conversa com pessoas que fazem de suas próprias informações o mapa do seu
próprio caminho
TARGET TRANSGRESSOR TARGET TARGET TARGET
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RUNYOURWAY
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// FILME CINEMA, TV
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// ROTEIROS
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// MÍDIA IMPRESSA
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// AÇÃO EM PARQUES E PISTAS PARA CORRIDA
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// ABA NA FANPAGE FACEBOOK
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// AÇÃO ONLINE EM PORTAIS E SITES ESPECIALIZADOS
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