Nike: Republic Document Kit by F/Nazca Saatchi & Saatchi Sao Paulo for Nike

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Designer Marco Brito
Released April 2010

Awards

Clio Awards 2011
Direct Mail Dimensional Silver

Credits & Description

Category: Dimensional Mailing
Advertiser: NIKE
Product/Service: CLOTHING
Agency: F/NAZCA SAATCHI & SAATCHI
Date of First Appearance: Sep 1 2010
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Creative Directors: Fabio Fernandes/Eduardo Lima/Alexandre Soares (F/Nazca Saatchi & Saatchi)
Copywriters: Eduardo Lima/Mariana Borga/Pedro Prado (F/Nazca Saatchi & Saatchi)
Art Directors: Fabio Brigido/João Linneu/Rodrigo Castellari (F/Nazca Saatchi & Saatchi)
Designer: Marco Brito (F/Nazca Saatchi & Saatchi)
Illustrators: André Maciel/Mauro Ferreira (F/Nazca Saatchi & Saatchi)
Typographers: Jomar Farias/Leandro Ferreira/Robson de Vitto/Cibele Fontoura (F/Nazca Saatchi & Saatchi)
Head of art: João Linneu (F/Nazca Saatchi & Saatchi)
Account: André Gustavo/Saulo Sanchez/Camila Hamaoui (F/Nazca Saatchi & Saatchi)
Planners: Fernand Alphen/Bertrand Cocallemen/Utymo Oliveira (F/Nazca Saatchi & Saatchi)
Media placement: Dimensional Mailing - Nike Stores - 1 September 2010

Describe the brief/objective of the direct campaign.
Sport Club Corinthians Paulista celebrated in 2010 the club’s centenary. The club has more than 30 million fans, a group of people bigger than the population of many countries, such as Portugal, Austria and Switzerland combined, for example. In the year of its foundation, in September 1st 1910, the purpose was to found a team of the people. One hundred years later, to formalize this country, F/Nazca put into effect for Nike the existence of the Republica Popular do Corinthians. Many actions made the fans official citizens of this republic.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In Brazil, football is the great national sport. And the devotion for the local clubs is even bigger than the love fot the Brazilian national team. For this reason, they created a Republic Document Kit, that contained a passport, an ID, a Birth Cerificate and a Constitution.

Explain why the creative execution was relevant to the product or service.
In 2010, the biggest local club, Corinthians, completed 100 years of existence. That means more than 30 million fans celebrating. And Nike wanted to give them a gift as big as they deserved: a country. República Popular do Corinthians. And to guarantee the recognition of República Popular do Corinthians as a country, we developed everything a nation has: a coat of arms, documents, legislation, a flag, currency, heroes and an embassy and a president.

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.
400 kits were distributed to illustrious Corinthians fans. The citizens of República Popular do Corinthians needed to have their own. That generated a buzz. And US$ 2,4 million in free media coverage. But, besides that, it aroused a desire for the documents among the Corinthians citizens. As a result, 100,000 document kits were sold at the Nike and Corinthians stores. In other words, US$ 5 million dollars in revenue.

The Direct marketing titled Nike: Republic Document Kit was done by F/Nazca Saatchi & Saatchi Sao Paulo advertising agency for Nike in Brazil. It was released in Apr 2010.