THE CHAMPION CHIP by Kolle Rebbe Hamburg for Nike

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THE CHAMPION CHIP

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Market Germany
Agency Kolle Rebbe Hamburg
Creative Director Justin Landon
Art Director Joerg Dittmann, Felix Schulz
Copywriter Malik Benamara, Florian Ludwig
Account Supervisor Markus Druehe
Editor Kristin Liess
Released May 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: NIKE
Product/Service: SPORTSWEAR
Agency: KOLLE REBBE
Date of First Appearance: May 15 2010
Entrant Company: KOLLE REBBE, Hamburg, GERMANY
Entry URL: http://www.facebook.com/mesutoezil?v=app_110682285641931
Executive Creative Direction: Stefan Kolle (Kolle Rebbe)
Creative Director: Justin Landon (Kolle Rebbe)
Creative Director: Florian Ludwig (Kolle Rebbe)
Art Director: Felix Schulz (Kolle Rebbe)
Art Director: Joerg Dittmann (Kolle Rebbe)
Account Supervisor: Markus Druehe (Kolle Rebbe)
Account Manager: Florian Voellmecke (Kolle Rebbe)
Copywriter: Florian Ludwig (Kolle Rebbe)
Copywriter: Malik Benamara (Kolle Rebbe)
Concept: Tobias Wortmann (Kolle Rebbe)
Design / Idea: Felix Schulz (Kolle Rebbe)
Agency Producer: Lars Wiepking (Kolle Rebbe)
Editor: Kristin Liess (Kolle Rebbe)
Music / Sound Design: Robert Jaehnert (Kolle Rebbe)
Direction: Kai Zastrow (SHYLO)
Film Production: (SHYLO)
Technical Production: (Powerflasher)
Media placement: Social Media - Mesut Oezil Facebook Profile - May 2010
Media placement: Call For Action Film - YouTube - May 2010
Media placement: Bannering - German Sport Websites - May 2010

Describe the brief/objective of the direct campaign.
As non-sponsor of the 2010 World Cup Nike Football’s goal was to use its sponsored athletes on the pitch in South Africa to dominate the social media buzz surrounding the tournament. This proved crucial in Germany a national team outfitted from a competitor brand. To achieve this goal, Nike Football Germany needed to create not only a new fan base for its own German Facebook profile, but also for the Nike-sponsored tournament hopeful of the German national team, Mesut Oezil.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Nike Football gave fans the once-in-a-lifetime opportunity to take part in the historic moments of the World Cup. The fans stood with Mesut on the pitch with their words of encouragement on a microchip implanted in his shoe. With the help of Facebook, fans could save their message directly on the chip. All that was necessary: becoming a fan of the Nike Football Germany Fanpage.

The shoe with the chip was given to Mesut shortly before the World Cup. There, he became one of the players of the tournament, helping Germany secure the 3rd place. His fans wrote history with him.

Explain why the creative execution was relevant to the product or service.
Using the product as a vehicle, Nike brought fans directly on the pitch, granting them unique access to the events of the 2010 World Cup which other brands couldn’t. The story set the Nike product in focus as Mesut Oezil’s secret weapon of the tournament.
Mesut Oezil made a call to action video, which was shown on his Facebook-Site. Nike-Football- and Mesut Oezil Friends on Facebook saw this video call on the Facebook platform and they reacted with posts on Facebook.

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.
In the span of the campaign, 375,000 internet users viewed the call-to-action on YouTube and Facebook. In the week of the promotion 2,000 messages were saved on the chip, over 7,000 clicks where counted on the “like” button, and over 4,000 comments were registered. Within the time of the activation, Nike Football Germany generated 70,000 new fans as well as 365.000 new fans for Mesut Oezil. The campaign was reported in Hundreds of Forums, Blogs and Magazines.