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

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
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 2011

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: NIKE
Product/Service: RUNNING
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Art Director: Rodrigo Castellari/Isabelle De Vooght/Roberta Harada (F/Nazca Saatchi & Saatchi)
Copywriter: Eduardo Lima/Pedro Prado/Isaac Meir Serruya (F/Nazca Saatchi & Saatchi)
Typographer: Mario Niveo (F/Nazca Saatchi & Saatchi)
Photographer: Caio Guatelli (F/Nazca Saatchi & Saatchi)
Technology Manager: Paulo Pacheco (F/Nazca Saatchi & Saatchi)
Programmer: Jefferson Russo (F/Nazca Saatchi & Saatchi)
Art: Edna Bombini (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)
Planner Team: Utymo Oliveira/Marcus Nascimento (F/Nazca Saatchi & Saatchi)
Account Manager: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Team: Gisela Assumpção/Mayra Pellegrini/Melanie Zmetek/Carol Poppi (F/Nazca Saatchi & Saatchi)
Media Manager: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Team: Sandro Cachiello/Bruno Storace/Juliana Marino (F/Nazca Saatchi & Saatchi)
Advertiser Supervisor: Guilherme Glezer (Nike)
Advertiser Supervisor: Martina Valle (Nike)
Media placement: Open TV - MTV,Globo - 10 October 2011
Media placement: Pay Tv - SporTV - 10 October
Media placement: PR Action - Blogs, Magazines , Newspaper - 10 October

Describe the objective of the promotion.
Nike needed to connect to young people in the world of running, but the problem was that in Brazil young people don’t run. Running is the sport for middle-aged people who start getting worried about their health. Even before trying it out, young people think it is boring, they are at the height of their health and don’t need to worry about that now.The path chosen wasn’t to change running or young people, but to find the points in common between these 2 worlds and showing running as no one has ever seen it, in a unique, young and authentic way.

Describe how the promotion developed from concept to implementation.
By identifying what running and young people have in common, we reached the creative solution of associating running with the world of addiction. Running is addictive, once you start you don’t want to stop, always want a little more and more and more. Once you realise it you’re totally dominated by the addiction. One of the most important tools was the point of contact with young people. They already have a preconceived opinion of racing as something boring. We were trying to reverse this, but it wouldn’t work if when they got to try it out it wasn’t actually different, if it wasn’t something young.

Explain why the method of promotion was most relevant to the product or service.
We couldn’t fail at the point of contact. The concept of the campaign relied upon breaking a concept that was ingrained in young people. We needed to prove in practice that what the concept said was true, that it was what Nike believed in.

In this scenario, promotion was essential; it was the way to convince young people, a means to broaden the reach of the message and create a base of loyal consumers to relate with in a weekly basis.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We managed to create an authentic relationship between client and brand. It was our first project done for young people and racing aimed at the long term, at preparing them, going beyond the campaign, to prove that yes, we were right in our point of view about running and young people.
We engaged more than 1,000 runners during the first month with free training sessions, events and promotions, preparing them for the climax that concluded the project, when 200 of them took part in the biggest relay race of the Americas, which took 3 days and covered more than 600km.