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

Interview mit runtastic-Gründer Florian Gschwandtner über den Aufbau eines Start-ups ohne Investoren, den Verkauf an adidas und die Sorgen seiner Mutter.

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.

share: