| Title | NIKÉ WORLD RECORD |
| Brand | NIKÉ |
| Product/Service | BETTING |
| Category |
D02. Use of Events & Stunts |
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Entrant
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ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
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Idea Creation
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ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
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Media Placement
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ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
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PR
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ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
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Credits
| Peter Darovec |
Istropolitana Ogilvy |
Creative Director, Copywriter, Screenwriter |
| Michal Valúšek |
Istropolitana Ogilvy |
Art Director, Designer,, |
| Martin Toman |
Istropolitana Ogilvy |
Account Director |
| Ondrej Havela |
Istropolitana Ogilvy |
Client Account Director |
| Slavo Danko |
Istropolitana Ogilvy |
Media Director, PR Direcotor |
| Pepe Ehrenberger |
independent |
Director, Screenwriter |
Why is this work relevant for PR?
This a classical example of a PR moment that creates a huge media buzz. The brand simply gave people a unique, catchy sports content attractive to media so much, that they immediately shared it without any further financial support.
Background
Betting business in Slovakia is tough. Big players and new ones coming. To succeed, you must stand out. You must be world-famous. So the task and the objective was to make the „Niké“ brand a world-famous one.
Describe the creative idea (20% of vote)
Betting is a global business. But we decided to make a local brand world famous. How? By making a world record. However, bets in Slovakia are mainly about football. World record in football? Yes, why not. And we made it!
Describe the PR strategy (30% of vote)
When it comes to betting, it is all about football. Slovaks love football and at the same time they are proud of their country. So, we made Slovakia a World-famous country in football. We told people that Slovakia held World record in football. We targeted this news firstly to sports lovers in general and secondly to the general adult population. Following the strategy Buzz-Influence-Launch-Amplify, we, in the first stage, prepared the ground for the topic by publishing a short, unbranded video showing the stunning 60-meters football catch. Then we left it on influencers - they spread the word into their huge follower bases. Then we launched a full-length video of the stunt.
Describe the PR execution (20% of vote)
The whole campaign lasted 3 days. First day we prepared the ground for the topic by publishing a short, unbranded video showing the stunning 60-meters football catch. Following day we left it on influencers - they spread the word into their huge follower bases. By the end of the second day, we launched a full-length video of the stunt. And the third day media went crazy.
List the results (30% of vote)
Within two days, every national news portal and all sports media wrote about our stunt. All national radio stations informed about it. And the most watched national TV station broadcasted our video in their prime time. The net reach of the media was over 1,5 million unique users. We gained a free media coverage of 250.000 €. And all that in a small country with 5,5 million people.