2010 Winners & Shortlists

Results and Effectiveness

1 in 4 users visiting the micro-site registered 250 registrants out of 544 unique users in the first 5 days signed up Brand KPI for association with Football increased by 22%.

Creative Execution

Football Obsessed Teens were signed up in Malls and on websites. Kooora.com, the leading regional sports website was utilized to recruit FOTs to the Elite training camp and went on to cover their updates and progress. Sada Al Malaeb, the leading football TV show provided the route to market promoting Nike’s grass roots training. This is also where viewers were able to follow the success of the participants with video footage that was aired from the camp, creating a strong bond with the participants running up to judgment day.

Insights, Strategy and the Idea

Win the hearts and minds of Football Obsessed Teens in the Middle East. Research has shown that Football Obsessed Teens spend most of their time playing football and are eager to be trained professionally. Their dream is to play alongside their favourite footballers. They diligently follow football news in newspapers, Sports websites and TV Sport shows. Our challenge was to find a way to interact and inspire them when the market is already saturated with other brands sponsoring football teams. So we used the Nike Elite Training Program. A 2 week initiative run by Nike which allows Football Obsessed Teen to train with professional coaches, providing them with the necessary tools to ‘Make the Difference’ on the football pitch, and reach the ultimate level in their game. The best players were then given a place at the Manchester United Soccer School in the UK as a reward.