The diploma thesis describes and shows the process of creating an advertising campaign and
the elements that serve to promote a new product on the market.
The saturation of advertising is very high today, as we are surrounded by ads in our daily lives
because we are in an age of high consumerism and a free market. Based on a successful
campaign, the consumer forms an opinion and potentially makes a purchase of the product and
decides to trust a certain brand. With this in mind, the TAME THE ROAD campaign was
created for the client Salming, which is a brand for sports equipment and specializes in running
shoes.
The practical part of the diploma work describes the process of creating the entire campaign,
from conceptualizing creatives, making ads, making a promotional video, "teaser" ads and
landing page. The creative process begins with the company's philosophy as of the product
itself and continues with the selection of the concept, and then presents the work process and
the decision-making process for the most appropriate choice based on theoretical analysis.
The entire concept was created using Adobe Photoshop, Adobe XD, Adobe After Effects and
Adobe Premiere CC 2020 software.
Campaign performance analysis was done using the Facebook Ad Manager tool. Creative
solutions with a product in use in athletes' photos have been found to be more appropriate for
awareness campaigns, as it provides the consumer with social proof of the company's credibility
and also of the product itself.
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