| Title | SPARK BRILLIANCE MDS TK |
| Brand | NIKE |
| Product/Service | NIKE FOOTBALL |
| Category |
C01. Integrated Mobile Campaigns |
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Entrant
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MINDSHARE Istanbul, TURKEY
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Idea Creation
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MINDSHARE Istanbul, TURKEY
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Media Placement
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MINDSHARE Istanbul, TURKEY
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Production
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WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
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Credits
| Gizem Akbulut |
Mindshare TK |
Head of New Media Technologies |
The Campaign
There would be several similar activations; our main challenge was to differentiate from others via innovation and acting one step ahead in overall activation. Just an Arda commercial would be a classic. Therefore we decided to provide a locker room experience to our target audience just after the half time whistle, in Turkey's EC friendly game. We built the most realistic locker room experience with a 360 video, triggered via our TV copy and activated on the 2nd screen, just at the half time.
Creative Execution
We launched the campaign at the halftime of the game, in all big football channels of Turkey (digital+TV). We also wanted FOT to feel more. So we triggered their mobile devices via our TVC and for the first time in the world, our target audience experienced a 360 video in the second screen. After the experience, the target audience could deliver their messages to national team via our digital mechanism. We ensured keeping the hype alive during 24 hours via impactful media take over. Technology enabled the target audience to have a non-interrupted and most natural locker room experience just after the halftime whistle.
Journey: A second ago Turkey was on the field, then the whistle is blown and they head up to the locker room. The commercials begin, first ad is Nike. FOT's mobile device triggered by our TVC, the real halftime speech experience begins via our 360 video.
National Jersey stocked out in the half time in Nike online store just after the activation - Best PDP conversion on Nike.com by 75%
55% sell-through in the first week of National Jersey launch.
14mio views behind 360 video - The number 1 film viewed in Nike Turkey's football history.
TV: 9.6mio reach in one night
533 units PR Stories generated and the words of halftime speech became motto during the tournament. (we are defeated when we give up, not when we lose the game)
328k social interactions - The target audience delivered their support to the National Team via our digital mechanism as well.
15-19 age male was our core intended target audience that we call "Football Obsessed Teens", living in Istanbul. Mobile device and Internet penetration is highest versus all age clusters amongst both target audiences. FOT watch football games from TV and they are multi-screen.