Nike Promo, Case study NIKE 600K 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, Pedro Prado, Eduardo Lima, Carlos Di Celio
Art Director Airton Carmignani
Copywriter Ricardo Jones
Released October 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: NIKE
Product/Service: 600K CHALLENGE
Date of First Appearance: Oct 5 2009 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: Ricardo Jones (F/Nazca Saatchi & Saatchi)
Art Director: Airton Carmignani (F/Nazca Saatchi & Saatchi)
Head of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Media Director: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Manager: Fernanda De Lamare (F/Nazca Saatchi & Saatchi)
Account Director: André Gustavo (F/Nazca Saatchi & Saatchi)
Account Manager: Frederico Steinhoff (F/Nazca Saatchi & Saatchi)
Account Manager: Natalie Gruc (F/Nazca Saatchi & Saatchi)
Planning Director: Fernand Alphen (F/Nazca Saatchi & Saatchi)
Planning Manager: Dorian Dack (F/Nazca Saatchi & Saatchi)
Media placement: TV - Inside Sports And News Programs - 05 October 2009
Media placement: Internet - A Special Blog Inside The Biggest Brazilian Site - 05 October 2009

Results and Effectiveness
The way we activated the action was pertinent because we brought together the network's journalistic interests and our determination to let people know that the event was great and bold, and that it was Nike's. More than 62 million page views on the blog and 95 million impacts on TV.

Creative Execution
In order to spread the idea beyond the select group of athletes, and also to inspire new runners, the strategy was to make the event physically isolated, but accessible to millions of people through the media; to broadcast and cover the race in the country's largest media vehicle, in a differentiated manner with editorial content, and with full visibility for the brand in its natural environment, without seeming opportunistic. We took an innovative idea to the largest TV station in the country, and its website, famous for not allowing commercial interventions in its newscast: 15 days on their website and Twitter (with special pages for the event) and 4 days on nearly all of their news programmes, sport-specific or not. We had complete coverage with the station's support, editing and live transmissions, and with total brand exposure – an unprecedented action on this channel.

Insights, Strategy & the Idea
For years Nike held an event that invited amateur athletes to a 10 km race. Last year, the event's profile changed and the race increased to a staggering 600 km. Although an event of this magnitude is costly, the communication budget did not measure up to the event – there was a small amount available for websites and running magazines. Another natural expedient for this type of event is word of mouth; but in this case WOM was hampered by the small number of participants: only 200 athletes. How to promote the race in its new edition? That was the challenge. If on the one hand changing the focus of the Nike 10K run (amateur athletes) to a 600 km race for elite runners meant narrowing the audience we needed to reach, on the other it demonstrated the brand's expertise in talking to core runners – and that's in the brand's DNA.