NIKE BASKETBALL: RISE 2.0 GREATER CHINA
| Title | NIKE BASKETBALL: RISE 2.0 GREATER CHINA |
| Brand | NIKE BASKETBALL |
| Product/Service | NIKE BASKETBALL |
| Category |
E03. Webisodes/Series |
|
Entrant Company
|
AKQA London, UNITED KINGDOM
|
|
Advertising Agency
|
AKQA London, UNITED KINGDOM
|
|
Media Agency
|
MINDSHARE CHINA Shanghai, CHINA
|
|
Production Company
|
BEIJING YISHILIU CULTURE COMMUNICATION, CHINA
|
Credits
| Xavier Jacob |
AKQA |
Creative Director |
| John Cross |
AKQA |
Creative Director |
| Joe Cai |
AKQA |
Associate Creative Director (Film) |
| Andrew Freshwater |
AKQA |
Account Director |
| Leslie Cheng |
AKQA |
Account Director |
| Linda Li |
AKQA |
Project Manager |
| Meeyee Foong |
AKQA |
Art Director |
| JianWei Wong |
AKQA |
Senior Designer |
| Viv Greywoode |
AKQA |
Art Director |
| Jam Li |
AKQA |
Copywriter |
| Susan Xu |
AKQA |
Account Executive |
| Jeffrey Burgin |
AKQA |
Planner |
| Sun Juanchen |
AKQA |
Technical Delivery Manager |
| Hilbert Huang |
AKQA |
Quality Assurance Analyst |
| Giles McCormack |
AKQA |
– International Managing Director |
| Duan Evans |
AKQA |
International Executive Creative Director |
| Alistair Schoonmaker |
AKQA |
Client Partner |
| Hammer |
BEIJING YISHILIU CULTURE COMMUNICATION CO |
Film Director |
Creative Execution
We created an entire campaign around 7 weekly ’real time’ episodes, following 30 regular kids on an incredible journey from ordinary to extraordinary.
The story played out across TV, digital, mobile and OOH as the show inspired and captivated the nation. China tuned in to see who would RISE and make the final team of 12. Millions watched them train with the best athletes on the planet, using the most advanced coaching tool in the world.
In a Nike content first, the episodes lived on Nike.com, alongside relevant products featured in the show. Episodes also aired on the Nikerise.QQ platform.
We delivered a message that transcended sport and spread out into wider culture, changing the perceptions and attitudes of a whole generation towards basketball. We used the values of RISE (Joy, unity, self-belief and progression) to inspire kids across Greater China and beyond to get out to play and train more.
We gave a whole nation of kids self-belief, helping them turn that inspiration into the drive to become better athletes, proving that anyone can RISE.
Impressions: 3.75B
Video views: 38.5M
Nike.com/Rise Clicks: 15M
20 Days worth of UGC created
133% Increase in Digital Sales vs last year
Insight:
If you’re a kid in Greater China, no one encourages you to play basketball. The pressures of school and academia outweigh the value of sport.
This means the kids lack the self-belief to really push themselves and progress in the sport they love. Nike wanted to prove to them that playing basketball and training could make a difference to their everyday lives.
Strategy:
We gave them something to be a part of and easy to access, we built the most innovative training tools available and provided the greatest athletes in the world to help inspire and coach them.
Idea:
Inspire a nation to believe in themselves and prove that the ability to RISE is in each and every one of us.
Prove to the whole country that basketball can teach you more than what you might learn on court by telling the extraordinary journey of 30 ordinary kids.