2014 Winners & Shortlists

Creative Execution

We used social media to deliver maximum ROI on a modest media spend. We precisely targeted our audience, delivered killer branded content and drove teams to enter the tournament. The teams then became brand mavens, sharing their glory with their mates. LVL UP provided a practical demonstration of the product. There are 3 boots in the FC247 range, designed for 3 surfaces: court, turf and street. For LVL UP, we took over the top 3 floors of a tower. Each floor a different surface: court, turf and street. This provided a focus for earned media coverage.

Insights, Strategy and the Idea

Nike wanted launch the FC247 range of boots, designed for street football, and raise Nike’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 with our branded content. 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. Our solution was to reclaim Dubai’s new landscape for the game, taking over an empty tower for the world’s first high-rise football tournament: LVL UP.