AWAKEN THE PHANTOM

Short List
ClientNIKE FOOTBALL
TitleAWAKEN THE PHANTOM
Product/ServiceNIKE PHANTOMVSN FOOTBALL BOOT
Entrant WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Idea Creation WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Media Placement MINDSHARE London, UNITED KINGDOM
Production SMILE MEDIA Barcelona, SPAIN
Production 2 BLACK LABEL PRODUCTIONS London, UNITED KINGDOM
Production 3 GLASSWORKS Amsterdam, THE NETHERLANDS
Production 4 THE MILL London, UNITED KINGDOM
Credits
Name Company Position
Eric Quennoy, Mark Bernath Wieden+Kennedy Amsterdam Executive Creative Director
Craig Williams, Evgeny Primachenko Wieden+Kennedy Amsterdam Creative Director
Riccardo Rachello, Henrik Edelbring Wieden+Kennedy Amsterdam Art Director
Jake Barnes, Tyler Andre Wieden+Kennedy Amsterdam Copywriter
Joe Togneri Wieden+Kennedy Amsterdam Head of Broadcast Production
Elissa Singstock, Soey Lim Wieden+Kennedy Amsterdam Broadcast Producer
Sanne Van Hattum Wieden+Kennedy Amsterdam Assistant Producer
Stephane Missier Wieden+Kennedy Amsterdam Planning Director
Hillary Heath Wieden+Kennedy Amsterdam Communications Planning Director
Kathryn Addo, Alyssa Ramsey Wieden+Kennedy Amsterdam Group Account Director
Amber Martin Wieden+Kennedy Amsterdam Account Director
Fulvio Itagiba Wieden+Kennedy Amsterdam Account Manager
Abderrahim El Khouani Wieden+Kennedy Amsterdam Account Executive
Joe Burrin Wieden+Kennedy Amsterdam Head of Design
Lizzie Murray Wieden+Kennedy Amsterdam Studio Director
Lewis Beedham Wieden+Kennedy Amsterdam Studio Artist
Gustav von Platen Designer Designer
Loes Poot, Saskia Van Zwieten Wieden+Kennedy Amsterdam Project Manager
Emilie Douqué, Belen Jerez Wieden+Kennedy Amsterdam Business Affairs
Arthur Couvat, Joe Walton Wieden+Kennedy Amsterdam Editor
Matthew Vaughn Black Label Productions Director
George Richmond Black Label Productions Director of Photography
Tim Wild Black Label Productions Producer
Dom Freeman Black Label Productions Executive Producer

Why is this work relevant for Integrated?

Our Awaken The Phantom campaign unleashed upon the world a mysterious character called THE PHANTOM - a demonic football freak capable of wreaking havoc on all those who cross its path. This character came to life across a content ecosystem of 760 creative assets - each one designed to bring the Phantom’s menacing character to life in the most powerful way, based on the environment where a young footballer (our core audience) would experience it. From YouTube, Instagram, Cinema, Whatsapp, pitches and perimeter boards and even digital OOH in Chicken shops in London, The Phantom haunted our core audience.

Background

In the wake of the 2018 World Cup, Nike Football set out to launch a new boot: the PhantomVSN. As young footballers around the world prepared for their upcoming season, we wanted to make this boot the must-have for the pitch. We used Nike’s stable of amazing athletes, influencers and footballing talent and a rich ecosystem of platforms to spread the message of this new boot and its benefits - all working towards our goal of making Phantom the top selling premium football boot of the season.

Describe the creative idea

We unleashed upon the world a mysterious character called The Phantom - a demonic football freak capable of wreaking havoc on all those who cross its path. Every asset we created helped to spread dark and mysterious rumours among footballers everywhere, no matter where they encountered The Phantom, leaving everyone wondering WHO or WHAT The Phantom was…

Describe the strategy

To reach our core audience of 12-18 year old footballers around the world, we knew we needed to create a campaign that could stretch across their complex media ecosystem. They’re always connected and seamlessly moving across platforms - from Instagram to Whatsapp to Playstation Network to their favorite football apps - with their mindset changing in each environment. To build an integrated campaign and cohesive message, we set out with a unifying goal: create the urban legend of the Phantom. To do this, we needed to be in all the places where young footballers spend their time and to leverage the voices that they trust (athletes, influencers, football publishers).

Describe the execution

We created over 760 bespoke assets ranging from product performance vignettes, to teaser content, swipe ups and even a Phantom hotline to help victims affected by the Phantom. We launched the campaign via Athletes’ Instagram Stories with a leaked Whatsapp phone number - giving a preview of the unreleased film to those who texted the number. Then, on the weekend pro football returned, we went bananas - the campaign launched across social, in Cinema, Out Of Home - everywhere our young footballing teens were. We created in-feed social trailers driving to view the film, custom content for athletes and influencers to post, and short-form content that extended the action of our anthemic film - and drove to purchase. As the season progressed and Phantom boots appeared on pitches to terrify defenders, we evolved our message with OOH driving to an interactive helpline for those who had been “Phantom-ed”.

List the results

The campaign delivered global awareness with 1.2B impressions and 310M views across the campaign ecosystem, driving 5.8M visits to the Nike product page where young footballers could interact with the Phantom content and product. The bespoke content accounting for platform best practices drove record-setting engagement across campaign touchpoints - delivering the highest completion rate ever of a Nike long-form film on YouTube in North America and doubling the brand benchmark for engagement rate of Instagram Stories content. But the biggest proofpoint is the integrated campaign’s obliteration of business goals, which helped propel multiple facets of the Nike business forward (see confidential section).