| Title | PRODUCT AS HERO |
| Brand | NIKE HONG KONG |
| Product / Service | NIKE T90 SOCCER BOOTS |
| Category | A07. Best Use of The Internet/New Media, Including Mobile Phones, PDAs etc. |
| Entrant | McCANN WORLDGROUP Hong Kong, HONG KONG |
| Entrant Company: | McCANN WORLDGROUP Hong Kong, HONG KONG |
| Advertising Agency: | McCANN WORLDGROUP Hong Kong, HONG KONG |
| Media Agency: | MINDSHARE Hong Kong, HONG KONG |
Credits | |
| Name | Company | Position |
|---|---|---|
| Spencer Wong | McCann Worldgroup (Hong Kong) | Executive Creative Director |
| Nick Lim | McCann Worldgroup (Hong Kong) | Creative Consultant |
| Terry Tsang | McCann Worldgroup (Hong Kong) | Creative Director |
| Chris Fong | McCann Worldgroup (Hong Kong) | Associate Creative Director |
| Cherry Yiu/Hoi Yiu | McCann Worldgroup (Hong Kong) | Senior Art Director |
| Nicky Sun | McCann Worldgroup (Hong Kong) | Art Director |
| Yen Lee/Penelope Yau/Calton Chu | McCann Worldgroup (Hong Kong) | Account Services |
| Michael Chan | McCann Worldgroup (Hong Kong) | Print Manager |
| Paul Swee | Studio 13 | Content Production Director |
Free press coverage of an estimated value of over US$200,000. Download rate of 18,000, 3 times better of any Nike past mobile campaign.
Different black-and-white posters with the T90 logo were placed around town. A special mobile application using first-in-market Augmented Reality technology was created: by pointing their mobiles at the posters, teens were able to view the boot 3D, from different angles and zoom in and out to see every detail of the boot. Different secret codes were hidden in the virtual image scattered around town such as MTR stations, at football courts on the street and Nike shops. Prizes were given out to teens that hunted down all codes. The poster that was used to trigger the virtual image was designed with such simplicity that it could easily be adapted to different medium, making it very easy and cost-effective to be posted everywhere around town. And with Hong Kong’s remarkable mobile penetration rate of over 160%, the product was around town with just a snap away.
To display and draw football crazy teens’ attention to Nike’s new T90 football boot. Teens are hard to please. Standard product ads hardly excite them anymore. Therefore we have added a twist to the Nike standard product ad by turning it into an interactive and dynamic consumer experience, using only the simplest of materials (a black-and-white poster) combined with the latest mobile technology (Augmented Reality).