Clothing/Cosmetics & Retail 2009 Winner

TITLE: Creating New Content Platforms for Nike Football
AGENCY: Razor
CLIENT: Nike

OBJECTIVES
Nike charged Razor with the task of engaging 14 to 19-year- old men, a group that are not big consumers of football media. Before the campaign video views on Nike’s website were at just 2% of the 319,000 target universe. Nike gave Razor a budget of $200,000 to raise this to 3%.

CAMPAIGN
Razor found only 17% of its target engaged regularly with football media, but 76% buy football boots every season making retailers an important campaign focus.

The campaign used widgets and USBs to appeal to a target that thrives on having the latest thing. Razor cre- ated a widget seeded through social networks containing football news and information. Thirty-five thousand USBs in the shape of a Nike Mercurial football boot and contain- ing video footage of training drills were distributed through retailers including Sports Power, which promoted the USBs in catalogues delivered to four million households.

RESULTS
The campaign achieved 11,272 widget downloads – 2224 from Facebook, 4281 from MySpace, 111 from Bebo and 4656 downloaded to desktop – and 8770 video views. All brand objectives were exceeded, by up to seven percentage points.

Judges’ comments
Very hard to pick a clear winner but in the end, we chose an entry that really understood the task at hand and its audience, and had a true understanding of how to connect with them. Most of all, we liked the creativity shown.