3O3 - ONLY THE STRONGEST SURVIVE by ARDEO EVENTDESIGN, Kolle Rebbe Hamburg for Nike

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3O3 - ONLY THE STRONGEST SURVIVE

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Industry Sportswear, Athletic Footwear & Accessories, Sports Teams & Events
Media Promo & PR, Case study
Market Germany
Agency ARDEO EVENTDESIGN
Copywriter Kolja Rinne
Agency Kolle Rebbe Hamburg
Account Supervisor Markus Druehe
Released July 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: NIKE
Product/Service: NIKE FOOTBALL
Agency: KOLLE REBBE
Agency: ARDEO EVENTDESIGN
Date of First Appearance: Jul 31 2010
Entrant Company: KOLLE REBBE, Hamburg, GERMANY
Creative Direction/Art Direction: Joerg Dittmann (Kolle Rebbe)
Creative Direction/Copywriter: Florian Ludwig (Kolle Rebbe)
Copywriter: Kolja Rinne (Kolle Rebbe)
Graphic Design: Michael Matthias (Kolle Rebbe)
Graphic Design: Davi Barros (Kolle Rebbe)
Account Supervisor: Markus Druehe (Kolle Rebbe)
Art Buying: Emanuel Mugrauer (Kolle Rebbe)
Productioner: Stephan Gerlach (Kolle Rebbe)
Final Artwork: Maik Spreen (Kolle Rebbe)
Motion Graphics/Editor: Kristin Liess (Kolle Rebbe)
Music/Sound Design: Robert Jaehnert (Kolle Rebbe)
Media placement: Event - Car Park In Munich - July 2010

Insights, Strategy & the Idea

In order to create a strong brand connection with urban players, Nike Football decided to launch a special series of events for a very special audience: football obsessed teens between 15 and 20 in major German cities.

The concept: a series of urban soccer battles. No ordinary stadiums, no ordinary teams, no ordinary tournaments.

Creative Execution

A tournament series named “3on3 – Only The Strongest Survive”. The launch event took place in an abandoned car park in downtown Munich, with a turf lawn in the centre and spiral ramps for terraces. 30 teams were able to sign for the first 3on3, design their own jerseys and exclusively test a recently launched boot series. The matches were all played at night – with a knockout system, 3 against 3. Until only one team was left standing – the strongest in the city.

The campaign was launched via Facebook exclusively. Through this channel, teams were activated and the conversation fueled, with postings, teaser videos and direct dialogue between brand and fan.

Results and Effectiveness
The first 3on3 tournament received widespread coverage in social media channels, football blogs and football media. It created a buzz not just among urban players and visitors but the whole German Facebook community of Nike Football. Further tournaments are yet to come.