Nike Promo, Case study NIKE BARBER SHOP by Akqa Paris, Leg

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NIKE BARBER SHOP

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market France
Agency Akqa Paris
Agency Leg
Director Scott Corbett
Creative Director Gabriel Gaultier, Peter Lund
Art Director Gregory Ferembach
Copywriter Nat Cantor, Dimitri Lucas
Released March 2013

Credits & Description

Advertiser: NIKE
Agency: LEG.
Category: Best Use of Integrated Media
Advertising campaign: NIKE BARBER SHOP
TV Producer: Anne Mascorda (Leg.)
Account Executive: Arnaud Dutant (Leg.)
TV Producer: Juliette Desmarescaux (Carnibird)
Copywriter: Dimitri Lucas (Leg.)
Associate User Experience Architect: Zac Best (AKQA)
Planner: Ben Taylor (AKQA)
ECD: Duan Evans (AKQA)
Creative Director: Gabriel Gaultier (Leg.)
International Client Partner: Geoff Northcott (AKQA)
Project Manager: Hollie Dobson (AKQA)
Copywriter: Nat Cantor (AKQA)
Creative Director: Peter Lund (AKQA)
Brand Communication Football Manager: Pierre Ployart (Nike)
Planning Director: Thomas Kohn (Leg.)
Planning Director: Dan Hill (AKQA)
Art Director: Gregory Ferembach (Leg.)
Account Executive: Jessy Teboul (Leg.)
Senior Designer: Neil Gurr (AKQA)
Assistant Creative Director: Nicolai Smith (AKQA)
Director: Scott Corbett (Carnibird)

Strategy
The Barber shop campaign is part of a key moment in Nike 2012 strategy. At that time, they launched the new claim "My time is now", celebrating the rise of young football players. The objective of the barber shop was to connect this campaign to the main target called "FOTs, for Football Obsessed Teens", through something they could have in common.The challenge was to find a way to celebrate, during the Euro, the rise of a new generation of football players.We wanted to target both football fans and a wider audience only interested in football during international competitions.We wondered what makes a football player different from the others. The answer was simple: the haircut. That's why we created the Nike Barbershop.

Effectiveness
The web interactive film on Youtube has been seen more than 3,500,000 times.The film broadcasted on italian tv during the Euro final was seen by 21M people.A lot of blogs, sites, newspapers and TVs talked about it around the world.It has also been a success for consumers through digital app on Facebook that gave to more than 30,000 people the occasion to get the haircut of their dreams. Thanks to the 7 real barbershops they could also meet stars and other fans, play, and gear up.

Execution
- We thought that every media has its own advantages, that's why we declined it in a movie that could tease FOTs, a virtual barber shop to make them taste the experience and share it with friends and real barber shops to make them get a free haircut and meet, socialize, discover the new kits... - The ideal process to draw the audience to the content was 1st) they see the movie on Youtube 2nd) they come to the Facebook app via the CTA at the end of the video 3rd) they go to a physical barber shop via a schedule on the facebook app.The possibilities of the experience were growing little by little following the type of media: just watch and enjoy on youtube, virtually interact on facebook, then be physically immersed into the experience and interact with stars/product/other fans via IRL barber shops.