Marketing MyHealth - a call to action

Successful marketing campaigns often have a 'call to action', a tagline or objective that encourages the audience to get up, go out and buy the product or perform the service. The wartime recruitment poster by Alfred Leete, "Lord Kitchener Needs You", is a powerful and dramatic example of this. 

In order to create a harmonious and effective campaign to raise awareness of the product's existence and purpose, MyHealth should initially focus on the competitive element of the app. Focusing on one element initially will ensure a strong and corroborative message is delivered and avoid any mixed or confused messages. After the initial phase, marketing could focus on the advanced health features and fitness improvement abilities of the app. 

It's important that the campaign's tone of voice is appropriate. It must be competitive, challenging and encouraging, but also positive and not intimidating or hostile. 

Nike use a lot of emotional branding like Apple, which creates a sense of trustworthiness and connection to the consumer (also corroborates the history and success of the brand, which is why it only really works with brands that have already seen success). They also have perfected the art of making the consumer feel like they can do anything and be anyone if only they buy Nike gear, just like Apple do. Whereas Apple convinces you that life will be easier and more advanced with their products, Nike convinces you that you'll be bigger, faster, stronger; heroic consumer reflection. They have one of the best call to actions on the planet: Just do it.