TRAIN TILL YOU RED LINE by Cossette Toronto for Nike

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TRAIN TILL YOU RED LINE

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Canada
Agency Cossette Toronto
Released March 2009

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: NIKE CANADA
Product/Service: NIKE SPARQ TRAINING EQUIPMENT
Agency: COSSETTE MEDIA
Date of First Appearance: Mar 2 2009 12:00AM
Entrant Company: COSSETTE MEDIA, Toronto, CANADA
Entry URL: http://www.niketraining.ca
Media Manager: Brock Leeson (Cossette Media)
Connection Planner: Brooke Leland (Cossette Media)
Account Manager: Whitney Cavanah (Wieden & Kennedy NY)
President: Dave Thom (Thom Media)
Media placement: Minor Hockey Arenas - Varied: In-Ice, On Bench - 02/03/2009

Results and Effectiveness
The campaign reached all 50,000 elite AAA junior hockey players across Canada, our highly specific target. Stickers and posters were stolen rapidly (always a good sign) and replaced on a regular basis. Unique visitors to niketraining.ca soared by 40%!

Creative Execution
We did it! Nike was the first in Canada to create a media network in junior level hockey arenas, a very difficult system to get into. We even negotiated placement in “off limit” areas. It was imperative that the messaging developed exclusively for these players matched the exact locations of the corresponding training activity. We created a direct connection and huge impact! We convinced the arenas to allow access to the sacred players’ bench and penalty box to ensure the right training message spoke to them as they entered or exited the ice. Coaches allowed us to place messaging on their locker room play boards to inspire them when strategising as a team pre-practice. The biggest challenge was convincing the reluctant arenas to melt the ice off the regular schedule, paint our creative directly onto the sacred red centre line and re-freeze the rinks! Not an easy task!

Insights, Strategy & the Idea

Young Canadian hockey players strive to make it to the NHL and the only way is by training and practising ruthlessly. On the ice 6 times a week, spending little time with the usual media, we needed to find a better way to reach these exclusive players. We wanted to connect with them while practising and inspire them to visit niketraining.ca and incorporate the Nike SPARQ training system into their regimen. These players are always looking for a competitive advantage and Nike training can help. We wanted to encourage ALL of the key areas of training by placing relevant messaging within the right skill areas in their local hockey arenas to show them how they could complete their game. Hockey is the lifeblood of Canadian youth and it was imperative that Nike had a strong voice in these incredibly targeted arenas because of the intense practice schedules and inaccessibility of these athletes.