Nike DM COLORADO BLOOD by F/Nazca Saatchi & Saatchi Sao Paulo

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Alexandre Soares, Pedro Prado, Eduardo Lima
Art Director Marcelo Ribeiro
Copywriter Rafael Merel, Rodrigo Cotellessa | Leandro Dolfini
Released February 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: NIKE
Product/Service: FOOTBALL
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)
Creative Director: Alexandre Soares (F/Nazca Saatchi & Saatchi)
Copywriter: Rafael Merel (F/Nazca Saatchi & Saatchi)
Copywriter: Leandro Dolfini (F/Nazca Saatchi & Saatchi)
Art Director: Marcelo Ribeiro (F/Nazca Saatchi & Saatchi)
Account Manager: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Team: Gisela Assumpção (F/Nazca Saatchi & Saatchi)
Account Team: Camila Hamaoui (F/Nazca Saatchi & Saatchi)
Account Team: Gustavo Saab (F/Nazca Saatchi & Saatchi)
Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)
Planner: Utymo Oliveira (F/Nazca Saatchi & Saatchi)
Planner: Diego Dumont (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Graphic Producer: Leandro Ferreira (F/Nazca Saatchi & Saatchi)
Media Manager: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Team: Sandro Cachiello (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Guilherme Glezer (Nike)
Advertiser's Supervisor: Barbara Casara (Nike)
Media placement: Direct Mail - Key Influencers Mailing - 4 February 2012

Describe the brief/objective of the direct campaign.
In the last 6 years, Sport Club Internacional (nicknamed 'Colorado') won their most important titles, including 2 Libertadores Cups and 1 FIFA Club World Cup. In this period, the uniform supplier was Reebok. Nike needed to mark its arrival as a partner of Inter in an impacting manner that generated fast identification. We opted to focus on bloggers and social network opinion-leaders connected to Inter, who could help viralise our message.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent a kit with a jersey, a manifesto and a pen drive with photos of the new uniform to 150 influential people on the social networks. The kit came in a Styrofoam box that when opened, resembled ice and a blood bag. The red of the blood was the new Inter jersey itself and the text praised the identification that the Colorado fans have with the team through their 'Colorado Blood'.

Explain why the creative execution was relevant to the product or service.
By using blood to talk about the unconditional love for the club, we removed the recent achievements with another supplier from the discussion. The topic now was a bigger one. It was passion. And the unusual format of the kit generated immediate identification. Nike turned into a brand that understood the essence of the team. And for the first time it didn’t just promote the presentation of a new uniform. It turned it into a marketing action that made the fans proud. A great brand organising a launch on par with a great team.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
All of those who received the kit posted comments. On Facebook more than 40,000 people shared the photos and the number of 'likes' reached 50,000. Websites and blogs around the world also commented on the work., for instance, said it is possibly the best packaging ever. The expectation generated by the kit also helped increase sales. 93% of the stores’ stock was sold. 60% through online pre-sales, before the jersey reached the stores.