Results and Effectiveness

Nike sold out of all NIKE5 boots and clothing. The matches became more and more crowded with spectators as the rumors got out that a mysterious professional team was playing any team who challenged. SNS visitors increased day by day. - YouTube: over 30,000 views - Facebook: over 120,000 views

Creative Execution

We used the actual futsal fields as our media. We created a mystery dream team of futsal professionals to invade tournaments across the country. They were like a futsal “Harlem Globetrotters” putting spectators and other players in awe with their skills and expertise. 1) YouTube & Magazine HiJack To get teams ready for our Nike5 pitch invasions we invaded youtube Japan with awesome futsal trick videos that had challenging declarations from our team. We also took over the #1 Futsal magazine with advertising and editorials about Nike5 masters, special skills and strategies of the game. 2) Pitches Our Nike5 mystery team started invading pitches and playing games to whoever wanted to challenge. These masters gave an abject lesson in how the game is played at the highest level, time and time again. 3) Twitter 4) Facebook Quickly after our team was on the pitches we created a physical booklet.

Insights, Strategy and the Idea

Futsal is a game of five-a-side football played on a small field. The sport is growing in Japan but few people have seen or experienced it played at higher level outside of weekend get-togethers. In fact many players don’t even know the real rules. The objective was to promote this high performance line of products to Japanese players. But how do you launch high performance sportswear to weekend players? Our idea was to “Play the Real Thing.” Nike needed to create a benchmark for the game and give players the opportunity to experience first-hand how it can really be played.