October 2008
To launch the latest Nike Lunar+ Trainer in Singapore, Nike recently rolled out an OgilvyOne-developed campaign including outdoor, in-store, print and video spots for LED and website.
Mindshare is the media agency for this campaign. With the aim to further strengthen Nike’s performance leadership in the Running category, the campaign targets two key groups of runners the core runners and the emerging runners and will run for three months from mid October.
The outdoor element saw the entire Queensway Shopping Centre, a shopping Mecca for sports goods, branded with Nike Lunar Trainer. No space was left untouched - from the exterior of the building (pillars, different angles of the façade, light boxes, pillar, canopy) to the interior (glass doors, escalator).
Two 10-second spots will also run on the LED outside Queensway Shopping Centre as well as the Nike home page: http://www.nike.com.sg. To support the sleek outdoor work, a print campaign has been created to run in active lifestyle magazine, Shape.
Commenting on the creative concept, Melvyn Lim, Creative Director, OgilvyOne Singapore said: “Two words jumped out from the brief - unbelievable cushioning. We thought what better way to convey this than dramatize the extreme cushioning effect runners feel when they land with the Nike Lunar+ Trainer. Through a variety of surfaces, we demonstrate visually how the Lunarlite foam technology turns road into foam, giving runners a super soft landing.”
Made of Lunarlite foam - the breakthrough technology that took inspiration from astronauts bouncing on the moon following lunar landings – Nike Lunar+ Trainers are lightweight with substantial cushioning, providing an “almost nothing there” comfort for runners who wear them.
Opening with the tagline “Turn Road into Foam”, the two stylishly-produced 10-second video spots showed the lower half of a Nike Lunar+ trainer-clad runner running on the road.
As the runner’s feet draw closer on the screen, viewers see that the road which Nike Lunar+ Trainer comes into contact with sinks in like foam. Pulsating sound and polished visual effects heightened the feeling of energy and Nike Lunar+ Trainers’ prowess.
Nike Lunar+ Trainers range was first launched in Singapore during October and is also currently available in Thailand and Malaysia.
............................................................................
Read OGILVY ARTICLES on TAXI Design Network
............................................................................
This news message is supported by The Bazaar, a marketplace to buy and sell creative objects. Earn more revenue by selling your prints, downloadable images, or custom products. Set up your store today and stand a chance to have your products featured on DesignTAXI, towards millions of lovers of creative content!
