Mike Sport: Poor Targeting?

Mike Sport -Lebanon- created a TV Commercial Competition (you can check it on their Facebook page).

It’s a neatly constructed project, though I find it banal and trite for any brand to fish for material and human resources using a talent competition.

That engages like what, 20 media students -give or take-, who are shooting for the stars?

I hope those were not lured by the “#Worldwide #TVC” promise! Mike, if your video goes on YouTube, it’s not worldwide; unless you yourself are checking a video of a sports retail shop in Houston Texas, and getting all excited about it…

But then again, what do I know; Mike Sport might still have someone coming all the way from Japan to buy a Nike shoe from the Zalka branch.

Without generalizing, most of those few students seem to be ready to work for free in order to get some exposure, which gives a hint to which segment ofconsumers they belong.

Having that in mind, I think later on, they would probably go shop at Decathlonbecause they can get what they need, at a cheaper price.

And have you seen the commercials attempts?!

Cheesy short movies advocating sports…

Well except for one good attempt, that actually went straight to the point and understood the goal of a TV Commercial about a Retailer of sports brands. Hint: it’s one of the girls.