Nike Print RUN DEALER (ADESIVE AND PENDRIVE ) by F/Nazca Saatchi & Saatchi Sao Paulo

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Industry Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha, Roberta Harada, Isabelle De Vooght | Roberta Harada
Copywriter Pedro Prado, Eduardo Lima, Isaac Serruya
Released June 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: NIKE
Product/Service: RUNNING
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Art Director: Isabelle de Vooght (F/Nazca Saatchi & Saatchi)
Art Director: Roberta Harada (F/Nazca Saatchi & Saatchi)
Art Director: Rodrigo Castellari (F/Nazca Saatchi & Saatchi)
Copywriter: Eduardo Lima/Isaac Serruya/Pedro Prado (F/Nazca Saatchi & Saatchi)
3D Designer: Mauro Ferreira (F/Nazca Saatchi & Saatchi)
Programmer: Jota Russo/Rafael Rinaldi/Igor Almeida (F/Nazca Saatchi & Saatchi)
Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)
Planner Team: Utymo Oliveira/Marcus Nascimento (F/Nazca Saatchi & Saatchi)
Account Manager: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Team: Saulo Sanchez/Gisela Assumpção (F/Nazca Saatchi & Saatchi)
Advertiser Supervisor: Tiago Pinto (Nike)
Advertiser's Supervisor: Guilherme Glezer (Nike)
Art Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Media placement: Cinema - Kinoplex/Auwe - 29 June 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 to get worried about their health. Even before starting, young people think it is boring, they are at the height of their health, they don’t need to worry about health now. The path chosen wasn’t to change running or young people, but finding the points in common between these 2 worlds and show the running that 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, you always want more. When you realise it you’re totally dominated by the addiction. Besides being totally cohesive with running, the association with the world of addiction instigates young people, brings their attention and shows that running can be exciting for those who are young, but like anything in life it depends on how it’s done. Nike knows how to present running to young people.

Explain why the method of promotion was most relevant to the product or service.
For the proposed challenge, we needed an abrupt change from everything that was being done for the category. We couldn’t just talk about the same things in a different way. It was necessary to do something different and it was necessary to prove that for Nike, running was different. This change, and proof that we knew what we were talking about, was done by associating running with the world of addiction. The concept reinforces the brand’s attitude, manages to connect with young people and with the world of running with the authenticity that only Nike could have.

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.