Saturday, November 29, 2008
Nike "Zoom" Marketing Campaign
I was surfing ad agency Mindshare's website, when I came across this innovative campaign created to launch Nike's shoe, "Zoom", in China.
Mindshare's website reports that the brief was to "introduce a new generation of competitive athletes to the performance benefits of Zoom technology."
"Core target was sports active, competitive youth, aged 16-20 with a secondary broader audience of 18-24 year old sports focused youth, who wanted light weight, fast and responsive shoes, to be used in the context of training and competition.
The campaign relied on strong word of mouth to create a sense of discovery as consumers spotted the light boxes in high traffic public spaces, within regional and local press and online."
"For three weeks Nike set up an urban race that consumers could participate in to win a new pair of the Zoom high performance shoes. The Bluetooth-enabled race started at an illuminated outdoor site up to 400m from the store featuring a line up of 21 new Zoom shoes and ended at the Nike stores. The fastest runner was given a pair of new Zooms and got their name placed in the illuminated site."
For more information, check out this video --
Agency: Wieden + Kennedy SH, Mindshare
Client: Nike China
Date of First Appearance: 11/08/2007
Executive Creative Director: Frank Hahn
Creative Director: Frank Hahn
Copywriter: Dean Wei, Zebra Hua
Art Director: Joseph Ernst
Account: Lydia Zhu, Kim Chu
Designer: Stella Wang
Producer: Vic Zhang, Stone Xue
Traffic: Jackie Liang
Studio: Angel, Wendy