2014 Winners & Shortlists

Brief Explanation

The UAE was getting the boot 2 months after the global launch. We could not hype around the big reveal of the product. And there was only budget for point of sale and social media. So we decided to bring these together to create something unique: an integrated story around the arrival of the boot. We partnered with SkyCargo, so that like a real predator, Hypervenom arrived in a secure live freight container on a cargo plane. It then travelled through Dubai, before arriving sealed at the Nike Store. Finally it opened to become the in-store display.

The Brief

Nike wanted to launch the new Hypervenom football boot in the Middle East, starting with the UAE. Hypervenom is positioned globally as a deadly predator – ‘the new breed of attack’. To build hype, the target audience of ‘football obsessed teens’ needed to be talking about it in social media and then be driven to store to purchase the boot.

How the final design was conceived

Firstly, we needed a practical design that could transform from a live freight container to store display overnight. We wanted to reflect the predatory nature of the product and make the container look as sexy as possible to our teenage audience. So we arrived at a military-looking piece in the signature black, with air vents for the predator within, and a countdown timer on the door. When open, the fittings were inspired by a natural history display, allowing the consumer to explore the product development.

Indication of how successful the outcome was in the market

Hypervenom was the most successful Nike boot launch ever in the UAE. A record breaking 143 shoes was sold a day for 15 days, with almost 2,200 units sold in two weeks. In social media, we achieved 1.3 million reach and 55.4k engagement, with almost 34k people talking about the launch. Through our SkyCargo partnership, we also got over 15k likes for the arrival on the Emirates Facebook page.