Nike Promo, Case study REVIVING WORLD CUP SPIRIT by Urban Pr

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REVIVING WORLD CUP SPIRIT

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Industry Sportswear, Athletic Footwear & Accessories, Sports Teams & Events
Media Promo & PR, Case study
Market Argentina
Agency Urban Pr
Released June 2010

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: NIKE
Product/Service: FOOTBALL
Communication Manager Southern Cone: Felicitas Castrillon (Nike)
Communication Manager Argentina: Diana Schenone (Nike)
Partner: Gabriela Korovsky (Urban PR)
General Account Director: Sol Revelant (Urban PR)
Account Director: Romina Basualdo (Urban PR)
Media placement: Press Conference - Clarín, La Nación, Olé, Radio: 10, Mitre, Del PLata, Metro, TV: C5N, ESPN, Fox Sports, Among Others - March 1st
Media placement: 1986 Campaign Launch - Clarín, Crítica, BAE, La Prensa, Fortuna, La Nación, El Cronista, Veintitrés, Among Others. - March 8th
Media placement: Plaza De Mayo TVC Launch - Espn, Telefé, TN, América TV, C5N, Misión Mundial, Clarín.com, Among Others. - April 29th

Summary of the Campaign
The starting point of the Nike communications campaign for the 2010 World Cup was a piece of statistical data: out of the 40 million people in Argentina, 12.5 million were born after 1986, year in which Argentina won its last World Cup. On the other hand, the ’86 team represents the last great national soccer team. But reality shows that 24 years have elapsed since 1986, and youngsters of such age did not witness the ’86 victory. This is the reason why Nike aimed to conduct a study at domestic level in order to become familiar with the opinions and expectations of the Argentine people vis-à-vis the World Cup. The main finding was as follows: 8 out of 10 Argentineans want to leave the ’86 memory behind and win the 2010 World Cup.
This study enabled Nike to discover other premises that marked a turning point, by showing that youngsters particularly take up an attitude of looking ahead and writing a new page in history. Then, Nike developed a mass communications and PR campaign, under the concept "Let’s leave 1986 behind and make history in 2010". There were 93 publications in printed media, radio and TV broadcasts.

The Situation
This campaign was conceived for youngsters between 16 and 25 years old who are soccer fans.
The World Cup is presented as an opportunity for exposure and prominence of football-related brands, whether they belong to the sports industry or not. In the case of Nike, the association with soccer is natural and genuine. However, in such a competitive scenario, where the main sponsors are those who usually gain more visibility, to play a prominent role and have an impact on mass media became a major challenge. Stating the brand’s point of view in a disruptive manner was the premise for the PR plan.

The Goal
Nike aimed to:
• Become a high-profile player in South Africa 2010 and to enhance the visibility of Nike players;
• Convey the brand’s point of view, and arouse discussion
• Continue to position Nike as the soccer benchmark and leading brand.

The target public for this brand consists of youngsters between 16 and 25 years old. They are distinguished not by practicing or watching soccer, but by admiring their favourite players and trying to imitate their profile. Through a PR campaign, the Nike brand succeeded in creating a sense of identification with the target, thereby becoming a brand close to their aspirations.

The Strategy
Conceptually, the PR communications strategy was based on identifying a representational insight of the target audience, transforming it into a noticeable and disruptive PR content, and publicly disclosing it through different tools and supports. On the other hand, announcing the findings of the research study prior to the beginning of the World Cup was a strategic decision that created a space for exchanges and discussions which permeated in the media, thus creating great expectations.

Execution
The campaign was based on two communications instances:
1) Conducting a quantitative/ qualitative research study at national level, in conjunction with TNS Gallup. Face-to-face interviews were made with 800 youngsters of age 17 or over, from the City of Buenos Aires, provinces, and localities nationwide. One should note the following highlight findings:

• More than half of Argentineans state that being champions in 2010 is more important than having won the World Cup in 1986

• 51% of youngsters between 17 and 25 years old do not remember anything about the ’86 world championship

As regards campaign executions, a breakfast meeting with the Press was organized to present the research study findings, and one-on-one meetings were held to cover stories in the main media.
2) Expanding the print advertising campaign and the commercial. Printed pieces, a TV ad, and photograms were sent to sports and advertising media.

Documented Results
Nike obtained 93 clippings regarding the conduct of the research study, the 1986 print advertising campaign and Plaza de Mayo. This translated into 20,756,870 contacts. The same day on which the study was presented, La Nación newspaper published a cover story mentioning the study.
One should underscored the significance of this topic, which permeated the usual media, and became a matter of interest for renowned opinion leaders who made comments on this issue and installed it in the society. Indeed, Diego Maradona himself made reference to the Nike campaign, by stating the following at a press conference held before the soccer match between Argentina and Germany:
(…) I believe that ’86 has been left behind, the ’86 cup was wonderful, almost heroic, it was very nice for all of us, but Argentina has not won anything for 24 years. I wish that Argentina will again believe in new heroes (…)