EXPRESS YOUR V by for Nike

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market South Korea
Designer Jiwon Lee
Released January 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: NIKE
Product/Service: FOOTWEAR
Date of First Appearance: Jan 27 2011
Entrant Company: POSTVISUAL.COM, Seoul, KOREA
Entry URL:
Chief Creative Director: Euna Seol (
Strategic Director: JungWon Lee (
Leading Communication Planner: YoungMin Jung (
Communication Planner: HyeongWoo Lee (
Leading Social Communicator: EunJin Kang (
Social Communicator: DuJune Choi (
Leading Designer: KyoWon Seo (
Designer: JiWon Lee (
Leading Developer: WonSeok Cho (
Technical Supervisor: HoJun Song (FETM)
Brand Manager: SeungYeol Choi (NIKE Korea)
Marketer: YoonSeok Chang (NIKE Korea)
Media placement: Blog - WEB - 24 January 2011
Media placement: Twitter - WEB - 24 January 2011
Media placement: Digital Installation - RETAIL/IN STORE - 27 January 2011

Describe the objective of the promotion.
Introduce NIKE’s new V-SERIES line (Vortex, Venture, Vengeance) in an innovative way and make people experience it.

Describe how the promotion developed from concept to implementation.
The V-SIGN people make when they take a photo is a sign of victory. V also stands for V-SERIES.
We created a device called ‘Express your V-Machine’ which automatically recognises and captures a person’s V-SIGN.

Explain why the method of promotion was most relevant to the product or service.
When a person stands in front of the device and makes a V-SIGN, the device recognises the sign through its sensors and automatically takes a photo, providing an entertaining experience. Participants can receive a print-out of their photo with a V-SERIES product of their choice. They can also share their pleasant experience through mobile and SNS.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- Approximately 1,500 people created their V-Photo.
- During the campaign, V-Series have reached 150% of sales target.
- Approximately 150,000 users have visited the campaign blog in 4 weeks.