written by
Oliver Dietrich
Oliver Dietrich
Oli‘s Creative Verdict
2018-03-22

Campaign: Nike - Nothing beats a Londoner

Campaign: Nike - Nothing beats a Londoner

Every month Oliver Dietrich, Director of Creative Ideation, offers his feedback on recent marketing campaigns and what growth companies can learn. This month he takes a look at the all new Nike campaign „Nothing beats a Londoner“

Campaign:

Nike: Nothing beats a Londoner.

 

Platforms:

Social Media, TVC

 

Learnings:

#1: You want to be authentic, you have to do it right.

#2: The world’s biggest footwear company is still able to reach new dimensions of creative and strategic newness - and to come up with something purely fresh. A global brand, a local approach - think about that

#3: Understand your product and your clients– in this case: it is about lifestyle, not about footwear or sportswear

 

Background: 

A highly competitive market. A lifestyle brand that wants to stay No.1.

 

The aim:

To create a new all platform campaign bringing together music, fashion and sports for the ultimate urban lifestyle brand – in an authentic, touching and modern way.

 

The execution:

Brilliant in so many ways.

Shot on the streets of London, areas such as Dalston, Peckham and Brixton provide a vivid backdrop for the bravado, passion for sport and unique London spirit that unites each of the 258 (wow) real-life young Londoners who appear in the film.

 

A timely, very "of the now" representation of British culture. It’s also a great showcase of the interminable link between music, sport and fashion.

 

The result:

More than 8.5m organic YouTube views to date

  • More than 32m views of GIFs from GIPHY
  • Almost 90% view through rate on VEVO (VOD)
  • According to fashion search platform Lyst, London searches for Nike products were up 93% following the ad’s launch. Nike searches were also up 72% in Manchester and 54% across the UK overall

 

Oli’s Verdict Hot or Not?

Definitly Hot.

Disruptive Advertising & Campaign Milestone by Nike.

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