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Destination

The Nike T90 series is all about position, in accordance with the pay-off  "Put it where you want it".  Scholz & Friends and MindShare helped Nike find a way to exemplify this concept with one high impact stunt that was to create curiosity and drive sales. 

Platform

Nike's target group, FCK's (football crazy kids), is demanding. They constantly want to be challenged and surprised. They demand to be engaged by an advertiser's campaign, not to be disturbed by it. Three Swedish FCK insights:

• They are very interested in national football (at least 85%)
• They are extremely active on the Internet, especially when it comes to gaming, film clips and sports. 66% follow national football on the Internet. 23% surf into tv3.se in a month and considerably more when TV3 airs an important football game.
• They are used to and amused by voting/letting people know their opinion on the Internet if the subject engages them.

The strategy was to activate FCK's through that which triggers them the most, a really exciting football game. The stunt was built around the Eurocup qualifying game for between Sweden and Denmark on TV3 on September 8, 2007, a loaded event that would  draw a million spectators or more in Sweden and that would no doubt attract the FCK's. The "Put it where you want it "concept was central and with Viasat as the partner, it was easy to use the payoff on all platforms. 

Design and delivery

We started by teasing for T90 in a humouristic TV3 trailer for the game. The trailer ended with an annoying fly being smashed by a Nike T90 ball. The design and the graphic of the trailer was very much in line with the T90 style. 

Then a competition was launched where people got to vote on who in the TV studio to put the ball on during half time - the commentator or the expert. It was important that the concept came through as friendly. We pushed for the competition in a TV spot as well as on the Viasat web sites where the campaign was fully integrated in order to the desired impact. The voting was done on-line and on the game day, the stunt itself took place.

During half time, the game host showed a film clip where, earlier that day,  the expert had sneaked into the studio and shot a ball on the commentator, which most people had voted for on the web. The game host and the expert then discussed the event live on air and on the table in front of them there was a pair of Nike T90 shoes as well as a Nike T90 ball signed by a local Nike-sponsored football star. These were then presented to a person who had voted in the competition. 

Effectiveness 

• The T90 campaign was the most successful shoe launch for Nike up until 2007. Sales were far better than expected and the stores sold as much as 80% of the T90 shoes in four weeks.
• In an exciting editorial environment, we managed to convey the T90 message in a relaxed and unexpected way that managed to visualise "put it where you want it" to 1.3 million spectators.