#GOODSTUFF by F/Nazca Saatchi & Saatchi Sao Paulo for Nike

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#GOODSTUFF

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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, Roberta Harada, Isabelle De Vooght | Roberta Harada
Copywriter Pedro Prado, Eduardo Lima, Isaac Meir Serruya
Photographer Caio Guatelli
Typographer Mario Niveo Graciano
Released October 2012

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: NIKE
Product/Service: RUNNING
Agency: F/NAZCA SAATCHI & SAATCHI
Creative Director: Fabio Fernandes (F/Nazca Saatch & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatch & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatch & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatch & Saatchi)
Art Director: Rodrigo Castellari/Isabelle De Vooght/Roberta Harada (F/Nazca Saatch & Saatchi)
Copywriter: Eduardo Lima/Pedro Prado/Isaac Meir Serruya (F/Nazca Saatch & Saatchi)
Typographer: Mário Niveo (F/Nazca Saatch & Saatchi)
Photographer: Caio Guatelli (F/Nazca Saatch & Saatchi)
Tecnology Manager: Paulo Pacheco (F/Nazca Saatch & Saatchi)
Programmer: Jefferson Russo (F/Nazca Saatch & Saatchi)
Art Buyer: Edna Bombini (F/Nazca Saatch & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatch & Saatchi)
Planner Manager: José Porto (F/Nazca Saatch & Saatchi)
Planner Team: Utymo Oliveira/Marcus Nascimento (F/Nazca Saatch & Saatchi)
Account Manager: Marcello Penna (F/Nazca Saatch & Saatchi)
Account Team: Gisela Assumpção/Mayra Pellegrini/Melanie Zmetek/Carol Poppi (F/Nazca Saatch & Saatchi)
Media Manager: Lica Bueno (F/Nazca Saatch & Saatchi)
Media Team: Sandro Cachiello/Bruno Storace/Juliana Marino (F/Nazca Saatch & Saatchi)
Public Relations Manager: Maria Clara Cacaia Jorge (F/Nazca Saatch & Saatchi)
Advertiser Supervisor: Thiago Pinto/Guilherme Glezer/Martina Valle (Nike)
Media placement: TV Campaign - ESPN - 22 October 2012
Media placement: Newspapaer - Folha De São Paulo - 22 October 2012
Media placement: Website - Running News - 22 October 2012

Summary of the Campaign
The challenge issued by Nike was to make running a sport for young people. The greatest obstacle was that in Brazil young people don’t run. They have a view that it is a boring, lonesome sport, for people much older than them.

The strategy of the campaign had the premise of not altering the essence of either running, or young people. The solution was to find, in the essence of both, what really connects them. Only by adding these 2 points we could find the link between young people and running.

PR was essential, mainly in 2 key moments of the project.

The first moment: to present the concept to young people in an effective way, in order to seduce them. PR was fundamental to introduce this topic in a subversive manner, as a natural content in the daily routine of young people. In this stage, the buzz achieved was based in mystery; the interest young people have in the unknown and the prohibited. The main vehicle used was the internet, with blogs and portals disseminating the actions.

The second moment: when young people were already participating and getting 'addicted', what caused interest to generate PR was the originality of the project. Because of both its focus on young people’s behavior and its content about running, websites, newspapers and specialized magazines saw relevant content in the project and helped disseminate it and bring more young people to it.

The Situation
Nike, the largest sports brand in the world, was born as a brand for runners. However, in Brazil, the market has more established brands in the running segment. But Nike has something that no other brand has: attitude. It is seen by the consumers as a brand with young attitude, capable of subverting, of going beyond the normal.

Therefore, if on the one hand we have the challenge of combining young people and running, on the other we have in our favour the fact that Nike has an image with much credibility among them.

The Goal
Our goal was to prove that running can be a sport for young people. Running, in Brazil, was a sport that young people didn’t even consider as an option. The standard profile of runners in Brazil is 35 year-olds – only 3% are under 24-, 68% of them between 30 and 49 years old. The sport has become a symbol of people who took up running as a means for having a healthier life. Young people don’t need to worry about that.

The Strategy
We knew that we couldn’t remove running from what it is: its essence. But, at the same time, we had to approach young people. The problem was that running and young people go in opposite directions. The insight was to not change one or the other, but find, in their deepest essence, their points in common. Therefore, Nike managed to see running in a unique way, different from everything that had ever been done for running in Brazil.

To get the attention of the target audience, we created a strategy that went along with what young people are interested in, instigating them, being subversive and provocative. In the first moment, without the brand name connected to the pieces, the strategy was to get the biggest possible exposure, attracting everyone’s attention before revealing the concept.

Execution
We spread orange stripes with just the mysterious inscription #THEGOODSTUFF and a telephone number in youth hotspots, like restrooms of nightclubs and universities, in the scenery of TV shows and in newspaper classified ads, as if it were a regular ad - all of this in order to spark the curiosity of young people. The action was a hot topic in social networks and youth blogs.

4 days later, the secret was revealed. The more than 7,000 people who called and registered received a call or a text message from the dealer alerting them that #THEGOODSTUFF had arrived and informed them where they could get some to try out: Nike’s fan page on Facebook.

During the 4 months the project took place, young people started becoming addicted through free training sessions for the great challenge: the relay race, in which they ran 600km, divided into teams, spread across 3 days.

Documented Results
The project turned into a reference for youth running. Throughout the 4 months the project took, several channels featured coverage and reports with the young people that were getting addicted by the only vice that is good for the body. This happened especially during the São Paulo-Rio de Janeiro Challenge, in which they ran 600km across 3 days, divided into teams.

The project was covered by 7 TV channels, 6 newspapers, 10 magazines, 1 iPad magazine, 3 podcasts, 1 radio station and 239 websites. Over 66m viewers were reached only by TV.

The repercussion of the association of running with the world of addiction generated the impact that were expecting. We managed to get the attention of young people and instigate them about something forbidden and different, but that is good for the body.