The Nike's Ole! football campaign amplified its marketing efforts through a series of Nike Panna KO tournaments, grassroots movements, retail activations and in-store promotions to hijack the football conversation in the run up of the World Cup.
With the eyes of the world on the European Football Championship, Nike wanted to capitlise on the big football event to trample its competitors to become the leading football brand in Singapore. Nike's strategy was to build deep connections with young soccer fans, tell them the stories that matter in performance and extend the energy to the youth culture by leveraging on Nike football global assets (brand, products and athletes) to communicate and wow them.
We were tasked - as the BTL agency of an integrated marketing team - to bring the campaign to life and to create an emotional connection with the target consumers. Our scope of work included live experiences, roadshow activations, as well as retail concepts and executions.
The highlight of the Ole! campaign was the PANNO KO event. The 3-on-3 street football tournament was inspired by futsal-style games that originated from playgrounds of Amsterdam, the beaches of Brazil and the streets of Marseille. Nothing like the traditional football tournament: players were not just out to beat their opponents or score goals, they had to humiliate them. A game could be won by passing the ball between the opponent's legs, a move known as panna. In perfect keeping with the spirit of the game, we turned the creaky St James Power House into an underground theme football arena where steel, sweat and strobe lights were the order of the day. The first rounds were played on rectangular courts and players were to earn their rights to play in a specially designed steel cage. Action was rapid and relentless, with hundreds of youths pulling off moves that Figo and Ronaldo would have been proud of. By all measures, the event was far reaching, impactful and scored consumers.
Drawing upon our expertise in sports marketing and brand management, as part of the campaign, Nike commissioned us to conceive a pop-up store to strengthen its outreach and appeal among young soccer fans. We transformed a retailer's store space at Queensway Shopping Centre magically into a stadium-inspired branded environment. Design and fabrication of the Nike total90 store involved atypical construction elements such as steel fencing, turnstiles and unique graphics such as textured wall-finishing, product technology introduction and larger-than-life graphics of Nike athletes.
On the retail front, we set out to make the campaign come alive with window displays that were nothing short of spectacular. Shoppers would forgiven for thinking their favourite player had just passed by; broken windows, bouncing balls, and the eye-catching Nike colours were sure attention grabbers.
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Creative & Design