Category: Best Use of Ambient in a Promotional Campaign
Advertiser: NIKE
Product/Service: RUNNING
Agency: F/NAZCA SAATCHI & SAATCHI
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Art Director: Juliana Utsch (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Graphic Producer: Robson de Vitto (F/Nazca Saatchi & Saatchi)
Graphic Producer: Leandro Ferreira (F/Nazca Saatchi & Saatchi)
Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)
Planner: Utymo Oliveira (F/Nazca Saatchi & Saatchi)
Planner: Marcus Nascimento (F/Nazca Saatchi & Saatchi)
Account Manager: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Team: Gisellla Assumpção (F/Nazca Saatchi & Saatchi)
Account Team: Mayra Pelegrini (F/Nazca Saatchi & Saatchi)
Media Manager: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Team: Sandro Cachielo (F/Nazca Saatchi & Saatchi)
Media Team: Juliana Marino (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Guilherme Glezer (Nike)
Advertiser's Supervisor: Martina Valle (Nike)
Media placement: Outdoor - Nike Store - 20 October 2011
Describe the objective of the promotion.
Nike needed to connect to young people in the world of running, but the problem was that in Brazil young people don’t run. Running is the sport for middle-aged people who start getting worried about their health. Even before trying it out, young people think it is boring, they are at the height of their health and think that they don’t need to worry about that now.
The path chosen wasn’t to change running or young people, but finding the points in common between these 2 worlds and showing running as no one has ever seen, in a unique, young and authentic way.
Describe how the promotion developed from concept to implementation.
By identifying what running and young people have in common, we reached the creative solution of associating running with the world of addiction. Running is addictive, when you start you don’t want to stop, always want a little more and more and more. Once you realise it you’re totally dominated by the addiction.
One of the most important tools was the point of contact with young people. They already have a preconceived opinion of racing as something boring. We were trying to reverse this, but it wouldn’t work if when they got to try it out it wasn’t actually different, if it wasn’t something young.
Explain why the method of promotion was most relevant to the product or service.
We couldn’t fail at the point of contact. The concept of the campaign relied upon breaking a concept that was ingrained in young people. We needed to prove in practice that what the concept said was true, that it was what Nike believed in.
In this scenario, promotion was essential; it was the way to convince young people, a means to broaden the reach of the message and create a base of loyal consumers to relate to on a weekly basis.
Describe the success of the promotion with both client and consumer including some quantifiable results.
We managed to create an authentic relationship between client and brand. It was our first project done for young people and racing aimed at the long term, at preparing them, going beyond the campaign, to prove that yes, we were right in our point of view about running and young people.
We engaged more than 1,000 runners during the first month of the campaign with free training sessions, events and promotions, preparing them for the climax that concluded the project, when 200 of them took part in the biggest relay race of the Americas, which took 3 days and more than 600km connecting the 2 biggest cities in Brazil: São Paulo and Rio.
The Print Ad titled Special Bench was done by F/nazca Saatchi&saatchi advertising agency for product: Sportswear (brand: Nike) in Brazil. It was released in the Oct 2012.
