2014 Winners & Shortlists

The Brief

Nike wanted record-breaking sales for the new Hypervenom football boot in 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. The problem was that Hypervenom arrived in the region 2 months after the global launch. And there was only budget for point of sale and social media.

Describe how the promotion developed from concept to implementation

We decided to bring social media and point of sale 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. This ‘deadly cargo’ then travelled through Dubai, before arriving sealed at the Nike Store. Finally, on launch day, it opened to become the in-store display.

Explain why the method of promotion was most relevant to the product or service

First Batch built on the global positioning of Hypervenom as a deadly predator and targeted our teenage audience. The epic arrival shot was designed to become social currency, getting kids talking about the arrival of the boot.