Nike: HYPERVENOM FIRST BATCH

Credits & Description:

Client NIKE
Product SPORTSWEAR
Entrant JWT DUBAI, UNITED ARAB EMIRATES
Type of Entry: Promo & Activation: Use of Media
Category: Merchandising/In-store Marketing & Point of Purchase Displays
Title: HYPERVENOM FIRST BATCH
Product/Service: SPORTSWEAR
Entrant Company : JWT DUBAI, UNITED ARAB EMIRATES
Advertising Agency : JWT DUBAI, UNITED ARAB EMIRATES
Jwt Dubai JWT Dubai Jwt Dubai
Describe the brief from the client:
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.
Describe the success of the promotion with both client and consumer including some quantifiable results:
HyperVenom was the most successful Nike boot launch ever in the UAE. A record breaking 143 shoes sold a day for 15 days, with almost 2,200 units sold in two weeks. In social media, we achieved 1.3 million reach and 55.4 k engagement, with almost 34k people talking about the launch. Through our SkyCargo partnership, we also got over 15k likes for the arrival on the Emirates Facebook page.
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.