Nike Film, Digital Be Zlatan by Naked Communications

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Be Zlatan

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Industry Sportswear, Athletic Footwear & Accessories
Media Film, Digital, Interactive & Mobile
Market Sweden
Agency Naked Communications
Director Ben Dawkins, Kalle Thyselius
Art Director Gustav Arnetz
Creative Christoffer Dymling, Johan Baettig Jädraås Brewery:
Producer Adam Martin
Released April 2011


One Show 2012
One Show Entertainment Gaming / Online gaming Merit
One Show Interactive Interactive Advertising / Other Interactive Media - Single Merit
One Show Interactive Websites / Branded Games Merit

Credits & Description

Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: NIKE
Product/Service: NIKE FOOTBALL
Account Director: Fredrik Svensson (Naked)
Account Manager: Anna Wallin (Naked)
Creative: Christoffer Dymling (Naked)
Creative: Johan Baettig (Naked)
Strategic: Johan Falk (Naked)
Director: Kalle Thyselius (Society 46)
Director: Ben Dawkins (Society 46)
Executive Producer: Karl Rosander (Society 46)
Producer: Adam Martin (Society 46)
Art Director: Gustav Arnetz (Society 46)
Creative Technologist: Kalle Thyselius (Society 46)
Developer: Martin Wijk (Society 46)
Lead Developer: Jonas Stattin (Society 46)
Visualiser: Simon Färniner (Naked)
Media placement: Viral Videos - Internet - 1/4-2011
Media placement: Webtv - Internet - 1/4-2011
Media placement: Facebook Ads - Internet - 1/4-2011

Describe the brief/objective of the direct campaign.
Nike wanted to give fans a way to celebrate Zlatan Ibrahimovic and generate likes to his new Nike Facebook fan-page. The target audience was football-obsessed teens that in some way were fans of Zlatan or Nike. The strategy was to give them something that cool and new that they would response to with a ‘like’ on Zlatan’s Facebook page.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We came up with the idea of giving his fans a chance to become Zlatan. By putting a 360 camera above his head we were able to capture footage of his skills in a way never seen before. But that was not enough. We wanted the fans to truly experience what it’s like to be Zlatan on the field. So we took the 360 footage and turned it into an interactive game called Zuperfly. In it you get to choose Zlatan’s next move.

Explain why the creative execution was relevant to the product or service.
We knew that the target audience loved to be impressed by looking at Zlatan playing. If Nike could give the fans an even cooler way to watch Zlatan’s skills then we would win the fans respect and hopefully evoke a response from them in form of a ‘like’.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The results were amazing. During the campaign period we went from 0 to 1.6m fans of the new Zlatan Facebook page. That is 1.6m responses from fans in form of a like.
That exceeded our goal of 200,000 fans by far, and 6 months after launch thousands of people were still becoming Zlatan. Everyday.