Nike: LVL UP, 2

Credits & Description:

Client NIKE
Product NIKE
Entrant JWT DUBAI, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: Special Events And Stunt/Live Advertising
Title: LVL UP
Product/Service: NIKE
Entrant Company : JWT DUBAI, UNITED ARAB EMIRATES
Advertising Agency : JWT DUBAI, UNITED ARAB EMIRATES
Media Agency : MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
Jwt Dubai JWT Dubai
Results and Effectiveness:
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
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.