TRACKBALL by Ogilvy & Mather Singapore for Nike

Adsarchive » Outdoor , Case study » Nike » TRACKBALL

TRACKBALL

Pin to Collection
Add a note
Industry Sportswear, Athletic Footwear & Accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Singapore
Agency Ogilvy & Mather Singapore
Executive Creative Director Peter Moss
Creative Director Melvyn Lim
Art Director Xander Lee. Make Studios
Released October 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: NIKE
Product/Service: FOOTBALL BOOT
Agency: OGILVY SINGAPORE
Date of First Appearance: Oct 13 2009 12:00AM
Entrant Company: OGILVY SINGAPORE , SINGAPORE
Entry URL: http://vimeo.com/7046594
Regional Executive Creative Director: Peter Moss (Ogilvy Singapore)
Creative Director: Melvyn Lim (Ogilvy Singapore)
Designer: Xander Lee (Ogilvy Singapore)
Designer: Tan Lui Kun (Make Studios)
Designer: Jack Tan (Make Studios)
Programmer: Ong Hon Tat (Make Studios)
Composer: Lee Xhin (Xhin)
Media placement: Two Custom-Built, Brand-Spanking, Innovative Media Devices. - In-Store Installation Without Any Promotion - 13 Oct 2009
Describe the objective of the promotion.
The objectives behind this brief were simple: create something as unique and original as the new Nike CTR360 football boot that was to hit the shelves. Up until now, they had an A4 fact sheet in-store and for this launch, they wanted something that communicated the benefits in a totally new way. The insight was all around control and a younger audience’s desire to seek information in a more ‘game-like’ way. So we changed the way this audience was informed about the product.
Describe how the promotion developed from concept to implementation
A lot of late nights, misadventure, passion and belief. Because it hadn’t been done before, there were a number of technology issues to resolve, but we had no doubt that it could be done. We just had to figure out how we could build the Nike TrackBall at a cost that made sense to our client.
Describe the success of the promotion with both client and consumer including some quantifiable results
The real result for TrackBall was not the fact that they sold out of the product. There were two unsuspecting benefits that ensure long-term presence in store (with more stores coming on board). Firstly, after interacting with TrackBall, customers simply asked to try the product without any further sell from in-store staff. Secondly, because the interface is software, this device can be used to promote any of their up and coming product lines in the same way.
Explain why the method of promotion was most relevant to the product or service
The great think about having the Nike TrackBall in its flagship stores was that it quite simply removed any distance between the sell and the shoes. Once people had engaged with TrackBall, they fully understood what the Nike CTR360 football was about, why it was the perfect boot for ball control and simply had to ask the nearest person for a pair in their size.