Nike and Metro...events, Nike launched a year-long campaign that crossed gender and age, with a...
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2012 NIKE CAPITALISED ON THE OLYMPIC GLOW USING MAGAZINE MEDIA AND ENGAGING WITH SPOKESPEOPLE AMONG THE SPORTING COMMUNITY The ‘Make It Count’ strapline was a powerful driver of personal pledges, and sales at flagship store Niketown rose 28% Keen to capitalise on 2012’s sporting events, Nike launched a year-long campaign that crossed gender and age, with a sharp focus on the capital, to ensure its association with sport was maintained amid the noise of rival brands. MEDIA AGENCY PUBLISHER PLATFORM AUDIENCE OBJECTIVE MEDIA USAGE MAGAZINES Mindshare UTV Media Print, digital, augmented reality Londoners of sporting age Galvanise people into higher sporting ambitions Magazines, Metro, Digital OOH, Social media Sport
Transcript of Nike and Metro...events, Nike launched a year-long campaign that crossed gender and age, with a...
2012
NIKE CAPITALISED ON THE OLYMPIC GLOW USING MAGAZINE MEDIA AND ENGAGING
WITH SPOKESPEOPLE AMONGTHE SPORTING COMMUNITY
The ‘Make It Count’ strapline was a powerful driver of personal pledges, and sales at flagship store Niketown rose 28%
Keen to capitalise on 2012’s sporting events, Nike launched a year-long campaign that crossed gender and age, with a sharp focus on the capital, to ensure its association with sport was maintained amid the noise of rival brands.
MEDIA AGENCY
PUBLISHER
PLATFORM
AUDIENCE
OBJECTIVE
MEDIA USAGE
MAGAZINES
Mindshare
UTV Media
Print, digital, augmented reality
Londoners of sporting age
Galvanise people into higher sporting ambitions
Magazines, Metro, Digital OOH, Social media
Sport
for more information visit magnetic media.
High profile athletes, including Mark Cavendish and Mo Farah, shared personalised pledges for the coming year in Sport magazine and Metro, which were simultaneously broadcast on Twitter. This ignited a wave of personal pledges from the public using Nike’s #makeitcount campaign message.
Augmented reality was used creatively to bring static print ads alive and Sport magazine’s iPad app was wrapped by the campaign too.
At the brand’s Oxford Street flagship store Nike Town and at Westfield Stratford, members of the public were invited to have their photographs taken professionally. They could then digitally hand-write their pledge, enabling them to feature personally in Nike’s #makeitcount campaign.
By immersing its audience in the campaign, Nike built powerful brand equity during a major sporting year and beyond. The campaign reached 8.85 million Londoners, or 90% of all adults in it’s target area. The brand saw a 28% year-on-year increase in Nike Town sales. The #makeitcount hashtag was used in 200,000 tweets, cementing people’s own sporting aspirations in the major Olympic year.
#MAKEITCOUNT
Leveraging Nike-supported athletes and events, the #makeitcount campaign aimed to inspire people to get involved and shout about what they do. By emulating athletes and making their own pledges, the public would be committed to their athletic goals.
Daniel Robinson, Account director, Mindshare
The success in this campaign was how simple it was, yet hugely impactful. The key was that it was completely immersive for the consumer.”
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