| Mena Cristal Awards 2014 | ||
|---|---|---|
| Media Cristal | BEST USE OF EVENTS | CRISTAL (GOLD) |
| PR Cristal | BEST USE OF EVENTS | EMERALD (BRONZE) |
| PR Cristal | BEST USE OF SOCIAL MEDIA | EMERALD (BRONZE) |
| Promo & Direct Cristal | RELATIONSHIP WITH YOUTH MARKET | SAPPHIRE (SILVER) |
| Promo & Direct Cristal | BEST USE OF PROMO & ACTIVATION | SAPPHIRE (SILVER) |
| Promo & Direct Cristal | BEST INTEGRATED CAMPAIGN IN PROMO & ACTIVATION | SAPPHIRE (SILVER) |
| Dubai Lynx 2014 | ||
| Branded Content & Entertainment | Best Use or Integration of Experiential Events | Gold |
| Media | Special Events And Stunt/Live Advertising | Bronze |
Media: Case Film
Client NIKE
Product SPORTSWEAR
Entrant JWT DUBAI, UNITED ARAB EMIRATES
Type of Entry: Branded Content & Entertainment
Category: Best Use or Integration of Experiential Events
Title: LVL UP
Product/Service: SPORTSWEAR
Entrant Company : JWT DUBAI, UNITED ARAB EMIRATES
Contributing Company : JWT DUBAI, UNITED ARAB EMIRATES
Production Company : JK58 Dubai, UNITED ARAB EMIRATES
Jwt Dubai JWT Dubai
Describe the campaign/entry:
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.
There are 240,000 teens interested in football on Facebook We targeted them with a media budget of $100,000 Facebook reach was 2.7 million impressions Average reach of each Facebook post was 73% of our total audience Half a million views on YouTube TV Interviews at the LVL UP event with Al Jazeera Sport & Abu Dhabi Sport reached an estimated audience of 50 million viewers PR coverage of the campaign reached an additional 3 million impressions Finally, we achieved 58% sell-through of all FC247 stock in the UAE