Nike Promo, Case study CORINTHIANS POPULAR REPUBLIC by F/Nazca Saatchi & Saatchi Sao Paulo

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Director Airton Carmignani, Ricardo Jones
Producer Equipe Delicatessen Filmes
Photographer Bruno Rondinelli, Andre Faccioli, Caio Guatelli
Illustrator Ricardo Alonso, Mauro Ferreira, André Maciel, Flavia Gonzalez
Released August 2010

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: NIKE
Product/Service: NEW JERSEY LAUNCH
Creative Directors: Fabio Fernandes/Eduardo Lima/Theo Rocha (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)
Head of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Illustrator: André Maciel/Mauro Ferreira/Flavia Gonzalez/Ricardo Alonso (F/Nazca Saatchi & Saatchi)
Photographer: Caio Guatelli/Bruno Rondinelli/André Faccioli (F/Nazca Saatchi & Saatchi)
Typographer and Art Buyer: Jomar Farias/Leandro Ferreira/Robson de Vitto/Cibele Fontoura/Edna Bombini (F/Nazca Saatchi & Saatchi)
Agency Producer: Igor Ferreira (F/Nazca Saatchi & Saatchi)
Programmers: Paulo Pacheco/Jefferson Russo (F/Nazca Saatchi & Saatchi)
Account: André Gustavo/Saulo Sanchez/Camila Hamaoui/Frederico Steinhoff/Mayra Pellegrini (F/Nazca Saatchi & Saatchi)
Planner: Fernand Alphen/Bertrand Cocallemen/Utymo Oliveira (F/Nazca Saatchi & Saatch)
Producer: Delicatessen Filmes (Delicatessen Filmes)
Director: Airton Carmignani/Ricardo Jones (F/Nazca Saatchi & Saatchi)
Editor/Visual Effects Editor: Danilo Abraham/Bruno Garcia (F/Nazca Saatchi & Saatchi)
Motion: Fernando Lanças/Estevão Puggina (F/Nazca Saatchi & Saatchi)
PR Director: Maria Clara Cacaia Jorge (F/Nazca Saatchi & Saatchi)
Sound Production Company/Composer: Satélite/Kito Siqueira (Satélite)
Locution: Happin Hood (Happin Hood)
Media placement: Newspaper - Folha De S.Paulo; O Estado De S. Paulo; Jornal Agora And Jornal Da Tarde - 29 August 2010
Media placement: Magazine - Placar; Corinthians Mag; Match Day - 30 August 2010
Media placement: OLM - Orkut; MSN;; Youtube; UOL; Placar And ESPN - 8 November

Summary of the Campaign
Corinthians, one of Brazil’s most popular teams with over 30 million fans completed 100 years. Our challenge was to document Nike’s sponsorship of the team and support the festivities. Considering the amount of fans and the unconditional love they have for the team, the agency came up with the Corinthians Popular Republic, declaring the independence of the team’s crowd. The strategy was to provide Corinthians fans with documents such as passports, ID and birth certificate which formalized their new identity. Many celebrities such as, president at the time Lula, engaged in the campaign creating a vast amount of spontaneous media. The Republic became trend topic in all of Nike’s social network official channels. Corinthians adopted the campaign and is still activating it months after the campaign launch.

The Situation
Corinthians, one of Brazil’s most popular teams with over 30 million fans, completed 100 years and the festivities became a very present subject in the media. Nike as the team’s main sponsor had to make the brand present in this celebration.

The Goal
The goal and objectives of the campaign were to enhance the visibility of Corinthians Centennial celebrations by speaking directly to the team’s crowd through a campaign that was relevant to them. By realizing that the number of fans was bigger than a lot of countries such as Australia and Portugal, it made sense to have the crowd declare their independence.

The Strategy
In order to position the new jersey launch as the highlight and kick-off of the Centennial Celebrations the campaign strategy was built on top of an increasing interest for the look of the product which culminated with the Popular Republic announcement. The campaign began by creating a mystery regarding the new jersey with an exclusive pre-sale. Buyers did not have access to the jersey and only found out how it looked during an exclusive event at the team’s headquarters. At the same day, the film aired and documents became available in Facebook. Print media in newspaper and specific magazines, as well as OLM and retail doors supported the campaign. VIP kits with the new jersey were sent to influential PR representatives and celebrities. The product became the official celebration jersey.

Jersey Pre-sale (June 2010):
Online Teaser Pieces:
1) Jersey Pre-Sale – Netshoes / Centauro
2) Jersey Pre-Sale - Corinthians Website / Timão Shop

Jersey Launch (August 2010):
Fazendinha Event
Jersey Launch / Website /Facebook
Republica Launch Video – SCCP Website and Facebook
Film launch
Distribution of Kits to Prominent Corinthians Fans and Digital Influencers – 100 units
PR Kits – 100 units
VIP Kits – 100 units
Players Twitter with RPC look & feel (Elias, Julio Cesar, Dentinho)
Newspaper ad
Republica Flag on game
Display video on game
Player’s faces on the team call-out
OLM for video
Start Display Windows (Retail)

Retail (August 2010):
15 Poderoso Timão Doorways + Nike Stores

Lula Action (August 2010):
Lula sash action

Campaign Handover to Corinthians (September 2010):
Corinthians adopted the campaign and began distributing the documents without the swoosh

Documented Results
- 200k clicks in 3 days Nike Futebol

- Almost US$ 7.8 million in free media

- Mailing list of over 1.2 million fans for Nike

- Product sales of over US$ 5.1 million

- 1.3 million official documents issued

- Over 100,000 fans on Facebook

- The video was uploaded by different users and platforms.

- YouTube No.1 Top Rated, Top Favourited and No.2 Most Discussed (September - Brazil)

- 400,000 views of the spot on the Nike Channel alone

- 390,000 spontaneous video forwards on Orkut in less than 72 hours

- Twitter No.1 Trending Topic in Brazil (3 hours after the campaign release)

- Nike and Corinthians intend to use the campaign platform indefinitely