Nike: NIKE CITY CUP by Mpg for Nike

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market Mexico
Agency Mpg
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Localised Campaign Gold

Credits & Description

Type of Entry: Use of Media
Category: Best Localised Campaign
Advertiser/Client: NIKE
Product/Service: NIKE
Entrant Company: MPG Mexico, MEXICO
Media Agency: MPG Mexico, MEXICO

Chief Planner: Omar Villaseñor (MPG)
Planner: Eduardo Villalpando (MPG)
Independent Designer: Mr Kone (Mr Kone)
Strategic Planning Director: Stephanie Valdés (MPG)
Marketing: Joaquín Labora (Havas Sports)
Account Manager: Ricardo Escamilla (Anónimo)
General Director: Horacio Navarro (Anónimo)
Brand Manager Futbol: Pepe Reynoso (Nike México)
Account Manager: Jorge Rocha (Media Contacts)

Results and Effectiveness:
• Solidified Mexico’s status as one the “most football fan markets” and increased “Nike is a sportswear brand” to 23.2%
• Brand awareness rose 9%, +2.8 p. above goal
• The Atlante Vallejo (winning team) was shown in light on one of the tallest buildings in Johannesburg during World Cup 2010
• 640 registered teams in 5 days – some houses closed entries on the first day!
• 4,000 players within 3 days
• 4,480 FOTs visited Nike Store in 2 days
• +1,500 football games, 16,320 minutes = 2.5x more than the World Cup
• +1,000 finale attendances
• Facebook support:
o 16 notes generated 2,357 likes, 1,138 comments
o 272 posted photos generated 57,391 views, 1,723 likes
Creative Execution:
FOTs are loyal to their “hoods.” As a result, cultures classes occur and manifest on the pitch.
Inspired by ancient culture, we split Mexico City into the original 32 “houses” or clans that were implemented by the Aztecs, each with their own symbol.

We invited FOTs to represent their house in the city-wide tournament. The winning team moved to a Los Angeles tournament. The final winner was immortalized in Johannesburg, during the World Cup.


Call to registration:
• Invite via: football TV programs, press, stadiums, street branding
• OOH: walls, graffiti, posters, subway
• Call-to-web and point of entry on nikefutbol.com

Identification and belonging:
• Street branding for each house (32,000 stencils, 20,000 posters, 144 sq.m. of painted walls, 15,000 car vinyls, 14 subway station stairs)
• “Hood” support: 5,000 stickers at hangouts, 5,000 sheets of stickers at Azteca Stadium during a national team game
• Uniform customization at Nike Store

Experience and amplification:
• Each house had a semifinal field, final game at Azul Stadium (capacity:45,000)
• Teams followed online (microsite and social media)
Insights, Strategy and the Idea:
Nike celebrates football year-round, but enthusiasm was especially escalated in Mexico before and during the World Cup.

Nike City Cup isn’t 11 vs. 11 on grass. Rather, its urban football played out against the backdrop of car parks, underpasses, street corners and skyscrapers. It’s informal, energetic and changes from city to city.

Nike City Cup gives urban athletes a chance to make soccer their own game, and, to write their future. Small-sided teams compete locally to be crowned City Champions, showing their skills in front of peers and gaining respect.

Our challenges:
• Identify Nike with Mexico to increase “Nike is a sportswear brand” from 17.6% to 21%
• Celebrate local football by utilizing the original elements of the Mexican gaming culture
• Increase brand awareness from 3.2% to 6.2%, even though Nike is not an official World Cup Sponsor
• Recruit 4,000 Football Obsessed Teens (FOTs) in 14 days

The Promo / PR Ad titled Nike: NIKE CITY CUP was done by Mpg advertising agency for Nike in Mexico. It was released in Jun 2011.