2012 Winners & Shortlists

Results and Effectiveness

In only 10 days: o 338 runners jumped the line and generated 6,543 votes o 546 football obsessed teens jumped the line and generated 12,805 votes Leading to a successful opening day where o Approx. 720-760 people went into the MoE store and approx. 480-500 people to Festival City

Creative Execution

Participants waiting in the queue could jump the line by demonstrating their skills and technical prowess competing with others. Users chose a Nike product, wrote a small justification for their selection, and invited friends to vote for them. The more votes the higher their score, and the faster they moved up the queue to win Nike goodies. Campaign exposure and calls to action were delivered by RJs counting down to the opening day, giving mentions to participants, specialist consumer magazines, in-mall branding and contextual banner ads.

Insights, Strategy and the Idea

Nike is revamping its store layouts globally to deliver a more engaging shopper experience. A key component of this strategy is the creation of ‘destination’ stores themed on its running and football cores. Stores were closed for refitting in August, and Nike wanted to trumpet their re-opening. The campaign’s objectives were to create awareness about the destinations among the target audience (20-22 yo adult runners; 15-17 yo male football enthusiasts), drive brand engagement pre-opening as well as footfall. Reaching these niche audiences with minimal wastage was challenging! Knowing the digital savviness of our target audience with high dependency on social platforms, Facebook was chosen as the hub for this campaign, given its popularity and advanced targeting options. The idea was to create a virtual queue on Facebook, not only to generate the required awareness for the stores opening but also to engage our target audiences with Nike’s new products!