Nike Promo, Case study HUEVOS by Media Contacts

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Mexico
Agency Media Contacts
Released July 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: NIKE
Date of First Appearance: Jul 31 2009 12:00AM
Entrant Company: MPG , Mexico, MEXICO
Entry URL:!/huevosmexico
Media Director: Sindy Parilla (MPG)
Head of Planning: Omar Villaseñor (MPG)
Junior Executive: Eduardo Viilalpando (MPG)
Strategic Digital Director: Renato Herrera (Media Contacts)
Strategy Director: Stephanie Valdés (MPG)
Media placement: Social Ads - Facebook - 30 July 2009
Media placement: Box Banner - Medio Tiempo & Record - 30 July 2009
Media placement: Press: Pages (11 Insertions) & Banners (11 Insertions) - Record & La Afición - 31 July & 3 August 2009
Media placement: Posters – 10,000 / 5,000 - Grafovision & Vallas - 3 August 2009
Media placement: Stickers – 11,000 Stickers - Whatts - 3 August 2009
Media placement: T-Shirt – 9,000 Huevos T-Shirts - Nike - 5 August 2009
Media placement: Press: Words Substitution – 4 Insertions - Record & La Afición - 6 August 2009
Media placement: Cards – 100,000 Cards - Grafovision - 10 August 2009
Media placement: Flags – 3,000 Flags - VIP - 10 August 2009
Media placement: Vans & Buses – 10 - Publica & VIP - 10 August 2009

Results and Effectiveness
Mexico qualified! • 9,000 fans wore Huevos T-shirt (10% game capacity) • Publicity=$160.000 – twice the investment • Brand awareness up 5% • 0.47% CTR for 'Huevos' Nike search, without paying for the SEO • 47,330 comments & 17,300 fans on 'Huevos' Facebook (Adidas official fanpage only got 1,509 fans in 3 months!) • Nike’s 'Huevos' brand is successfully a bestseller in Mexico • Nike’s the 2nd lovemark in Mexico, just behind Absolut • Nike was the 6th most-recognised brand of the National Team, yet not the Official Sponsor • Nike 'Huevos' heading to South Africa…listen out for the fans!

Creative Execution
As Mexico was on the verge of failing to qualify, we tapped into the powerful fan's influence to inspire their National Team to have the Huevos to win. We made ‘Huevos’ the rallying cry and created a fans-centred movement: We tought first the press how to use 'Huevos', as a word for passion against adversity: • Ads with 'Huevos' definition in football bibles Record & La Aficion • Replaced words of encouragement with 'Huevos' in articles and front covers Prepared to shout out loud and build the power: • Facebook rallied participation by encouraging fans to gather at Nike stores prior to games • Flyposted 'Huevos' Manifesto co-created by fans Paraded 'Huevos' attitude: • Distributed 5,000 'Huevos' T-shirts and 3,000 flags • Decorated buses/vans transporting supporters to the game • A huge billboard on main road Mexico City • Filled the air at the game with the sound of 'Huevos'

Insights, Strategy & the Idea
Football Fans: The 12th player on the pitch. They lift teams when down and stir them to a higher level. But Mexican fans suffered through a tough year, with the National team performing the poorest. Driven by the love of the game, they looked out for the team, but who looked out for the fans? Adidas, the official sponsor, did little to motivate the team or the fans. Nike took notice and decided it was time to fire up Mexico fans as they would never give up; they have 'Huevos' – daring, courage, guts, fighting spirit. With just 10 days until the decisive game against USA, Nike had two simple objectives: 1. Become the official National Team 'Supporters' Brand 2. Rally fans to become the fearful and all conquering 12th man on the pitch in the final game