2012 Winners & Shortlists

Results and Effectiveness

Ultimately - very un-mall like behaviour. Fans working together to grab as many collectable stickers, leaving not one left on the hoarding. 3000 more facebook fans. And most importantly, a 41% sales increase in Nike football gear, when the store re-opened.

Creative Execution

Knowing that we had minimal budget, we needed a channel that wouldn't cost much - so using something that Nike owned, was our priority. We decided to use the Nike Store Hoarding - a part of the store that's known as dead space in the mall, and is usually disregarded, along with the facebook page. We wanted to change the way they looked at mall hoardings and store closings, and turn it into an engaging and rewarding experience, while driving traffic to the facebook page, and keeping the fans up-to-date with the brand. We created Nike thousands of collectable Nike stickers with QR codes, driving them to the facebook page, and giving them access to brand/products news, and rewarding competitions.

Insights, Strategy and the Idea

The Nike store was closing for refurbishment. Despite closing down, we wanted to keep a presence for Nike in the mall, while also keeping Nike top of mind for their football obsessed fans. Even though the store was temporarily closed, we needed to still give those fans access to the brand. During that season, Nike was all about 'take every advantage'; with a football positioning of 'ruthless brilliance.' We knew that we had to devise a solution that fit both aspects. We dove deep into that insight, and thought about how we could really take advantage of the situation and turn a 'store closing' into a positive experience, and catching the fans by surprise and proving to them that Nike is still there for them.