BLEED BLUE

TitleBLEED BLUE
BrandNIKE INDIA
Product / ServiceNIKE INDIA CRICKET TEAM
EntrantJWT Mumbai, INDIA
Entrant Company:JWT Mumbai, INDIA
Advertising Agency:JWT Mumbai, INDIA

Credits

Name Company Position
Senthil Kumar JWT India Executive Creative Director & Copywriter
Dhruv Warrior JWT India Copywriter
Vishal Vinekar JWT India Art Director
Meeta Bharvani, Shri Pendakur JWT India Account Directors
Sanjay Gangopadhyay Nike India Marketing Director
Bulbul Khera, Sudhir Nadig Nike India Marketing Team
Vikrant Singh Nike Global Brand Marketing Manager
Johan Vakidis AKQA Executive Creative Director & Art Director
Kelly Who AKQA Creative Director
Riaad v.d Merwe, Beck Yang AKQA Copywriter & Art Director
Kunal Gandhi, Brendan Zhang AKQA Account Servicing
Omri Cohen Green Dot Films Film Director
John Jacob Hello Robot Films Director Of Photography
Kitisha Gaglani Hello Robot Films Producer
Dhruv Ganekar Blue Frog Sound Labs Music Director
Rachit Mehta & Amron Hello Robot Films Editors
Mindshare Team Mindshare Media Agency
Wizcraft Team Wizcraft India Events agency

The Campaign

The Challenge: To launch the Nike Team India blue jersey as the uniform of the nation. And deepen the Nike relationship with the sport and its athletes across the streets & stadiums of India. The Idea : Bleed Blue Two words that united the nation behind the blue jersey of the national team, inspiring every cricket crazy Indian to sport the Nike jersey and Bleed Blue for India. The Expressions : Fans raised their hands to post millions of Bleeding Blue handprints on ground and online Athletes, fans, street kids, commentators and spectators launched their bleed blue expressions online and onground as the momentum built up to a national euphoria behind Bleed Blue for the Cricket World Cup.

Success of the Campaign

The Bleed Blue campaign was unanimously voted as the most recalled and most effective campaign of the 2011 World Cup by thousands of blogs, national newspapers & TV channels. Nike blue jerseys SOLD OUT on all India match days with an overall 98% sell through during the campaign period. 12 million bleed blue handprints & growing 1.2 million bleed blue fans on facebook & growing ‘India Bleeds Blue’ was the most popular headline across various news reports, athlete interviews, expert commentary & online profiles post the world cup win. Nike is the most recalled brand in the sport by the cricket crazy youth of India.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

ON GROUND: The Nike India jersey launch across retail was integrated with millions of ‘Bleed Blue’ expressions on ground by bleeding handprints on travelling cloth canvases. ONLINE: This was followed by daily inspirational ‘Bleed Blue’ posts, athlete videos, fan expressions, mall events and street cricket events that were broadcast online. OUTDOOR: Bold hot iron impressions of the Nike jersey on bare bodies of Team India athletes inviting India to ‘Bleed Blue.’ EVENTS: The Nike Cup saw over 500 street teams fight to win a chance to spar with the Indian team. TELEVISION: The TV campaign of 03 Bleed Blue films were broadcast to a cumulative audience of 152 million across India’s final 03 matches inspiring the streets, stadiums, playgrounds, malls, stores and the entire country to ‘Bleed Blue’. The films authentically captured the spirit of a nation drenched in a million emotions but united with one expression – Bleed Blue.