ALEXIS’ SPEED by OMD Santiago for Nike

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ALEXIS’ SPEED

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Chile
Agency OMD Santiago
Released August 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: NIKE
Product/Service: FOOTBALL BOOTS
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: OMD CHILE, Santiago, CHILE
Media Director: Mauricio Abeleida (OMD)
Product Manager: Martin Queirolo (Nike)
Planeer: Pedro Piñeyrua (OMD)
Media placement: OOH - Billboard - 01/08/2009
Media placement: Newspapper - Page - 01/08/2009
Media placement: Internet - Banners - 01/08/2009

Results and Effectiveness
The Mercurial football shoes used by Alexis Sánchez, the endorser that made the front page, were out of stock a month after the launch of the campaign with more than 10,000 pairs sold; it had been previously thought that this amount would be sold during the course of 2 months. The other 2 models also exceeded projected sales for the campaign period by 15%, which translates into more than 7,000 pairs sold by model. (Source: Nike Chile)

Creative Execution
We knew that any one of these Nike endorsers would make news after the game: Alexis Sánchez, Humberto Suazo and Matías Fernández. We agreed to prepare 3 different front pages with 2 graphic media that had great credibility and coverage throughout the country. Each front page had the picture of one of the players, the phrase “He made all the difference”, which was the campaign’s concept and slogan, and the distinctive attribute that each one of the shoes has (speed, touch and precision). Right after the game was over we decided with both media that Alexis Sánchez (star of the game) would make the front page. And so it was that the next day we could read on both La Hora newspaper and “A la Cancha” sports magazine the following headline: Alexis’ speed “made all the difference.” And immediately down, the picture of the Mercurial model with the text: “Make all the difference, choose speed.”

Insights, Strategy & the Idea
Relaunch 3 models of Nike football shoes: Nike Time, Total 90 and Mercurial. The concept was Make All the Difference. Be known as the brand most associated with the national football team without being an official sponsor. During 2009, there was a special enthusiasm due to the good performance the national team had in the clasification process of the 2010 South Africa World Cup. Nike was sponsored by 9 out 11 national team players; however, not the team as a whole, so we couldn’t use pictures of the players wearing the official uniform. Take over the “Roja” movement by taking advantage of the main national team players that endorse Nike; emphasise their football abilities and how these shoes helped them have good performances.