Nike Promo, Case study MANDINGAS 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
Creative Director Fabio Fernandes, Carlos Di Celio
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha
Copywriter Pedro Prado, Eduardo Lima
Released February 2010

Credits & Description

Category: Best Use of Cinema
Advertiser: NIKE
Date of First Appearance: Feb 22 2010 12:00AM
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Copywriter: Pedro Prado (F/Nazca Saatchi & Saatchi)
Copywriter: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Art Director: Rodrigo Castellari (F/Nazca Saatchi & Saatchi)
Account Director: André Gustavo (F/Nazca Saatchi & Saatchi)
Account Manager: Laura Gianfaldoni (F/Nazca Saatchi & Saatchi)
Media Director: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Manager: Fernanda De Lamare (F/Nazca Saatchi & Saatchi)
Planning Director: Fernand Alphen (F/Nazca Saatchi & Saatchi)
Planning Manager: Thiago Bersou (F/Nazca Saatchi & Saatchi)
Media placement: Cinema - Soccer's Sites/social Media - 22 February 2010
Media placement: Internet - Soccer's Sites/social Media - 22 February 2010

Results and Effectiveness
6.8 million views of the film on the Internet; Most viewed film in the sports category on YouTube Brazil; Around 100,000 people impacted integrally and without dispersion at the cinemas - by the short film as well as by the posters.

Creative Execution
Since Nike sponsors many of the athletes from the national team and, consequently, has much content to generate, the idea this time was to transform all the different contents into a single one and create a more extended content, of 5’ - as if it were a short feature film, and so we treated the content as if it were the launching of a movie. We struck a deal with Cinemark to show our contents right before the movies, as well as putting up posters announcing the short as if they were cinema posters - and placed them in front of the auditoriums where they would be shown (movies directed at the public). On the Internet, we put a shorter version of the content, as if it were a trailer, so it could be streamed directly on the online media piece, and that still would arouse the interest of the users to go to the Nike website to see the full content (more than 118 million page views).

Insights, Strategy & the Idea
Our client Nike has got a very well established brand. Therefore, we always work with the strategy of generating content that can be an indicator of its positioning. We work tirelessly with the Internet; however this was the moment of the launching of the official jersey the national team will wear in the World Cup - which deserved a differentiated launching, one that went beyond the promotion of content in the digital realm. Nike’s priority public for the segment is male and very young, and whose two favourite media is, besides the Internet, cinema. However, how could we make the best of the online media if not with a piece directing to the film at the Nike website? And how could we use the cinema media if not by simply putting the content on the screen?