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“
Nike: Nothing beats a Londoner.
Social Media, TVC
#1: You want to be authentic, you have to do
#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
A highly competitive market. A lifestyle
brand that wants to stay No.1.
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.
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.
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
Verdict Hot or Not?
& Campaign Milestone by Nike.