2014 Winners & Shortlists

LVL UP

Gold
BrandNIKE
Product/ServiceSPORTSWEAR
EntrantJWT DUBAI, UNITED ARAB EMIRATES
CategoryBest Use or Integration of Experiential Events
Entrant Company JWT DUBAI, UNITED ARAB EMIRATES
Contributing Company JWT DUBAI, UNITED ARAB EMIRATES
Production Company JK58 Dubai, UNITED ARAB EMIRATES

The Campaign

Sports broadcasting is dominated by the cable stations, Al Jazeera Sports (recently rebranded as BEin) and Abu Dhabi Sports. YouTube is a massive medium across the Gulf, with, for instance, over 80% of the UAE population visiting the channel and 35% accessing content daily.

Results

Nike wanted to launch the FC247 range of boots, designed for street football, and raise the brand’s brand profile among male ‘football-obsessed teens’. Our narrow geographical target was Dubai, but we also wanted to create a stir in the rest of the Middle East. We discovered that street football is a tough proposition in Dubai. It can reach 50 degrees celsius outside and playing sites being redeveloped as the city grows. We wanted to create a tournament that demonstrates the product, but FC247 was being launched in May, when it’s already too hot to play outside. We also knew, that with a low media budget, we needed to target teens in social media and give them an amazing story to share. We reclaimed Dubai’s new landscape for football, taking over an empty tower for the world’s first high-rise football tournament: LVL UP. There are 3 boots in the FC247 range, designed for 3 different playing surfaces: court, turf and street. For LVL UP, we took over the top 3 floors of the Media One Tower. Each floor had a pitch with a different surface: court, turf and street. To win the tournament and ‘own the tower’, the teams had to LVL UP: master each surface, win on each level and try to reach the top. Finally, one team won on court, turf and street to reach the top as champions.

We created a unique tournament designed to ignite a passion for street football among football-obsessed teens, with a total of 32 teams participating, with 8 finalists. We used the tried and tested mix of sponsored posts on Facebook, YouTube advertising and and online influencer programme. But, most importantly, our consumers themselves to distribute content. The participating teams acted as social beacons, sharing their story with their friends and delivering organic views.

Credits

Name Company Role
Jwt Dubai JWT Dubai