The Brief

Nanyang shoes have been the staple Thai student shoes for 60 years and wants to reinforce its position as the market leader AND its image as a 'legend'. Nanyang wants to shift itself from being just a popular brand to a brand that has strong bond with younger generations -- middle and highschool students.

Describe how the promotion developed from concept to implementation

We took the most popular daily student game at school 'Goal Nu Football (Goal Nu = small goal in small field) and turned it into a national competition, where anyone can win and become a legend, not just school athletes. We named it Nanyang Goal Nu Thailand Legend Cup and invited everyone wearing Nanyang shoes from across the country to join in event. Before the tournament began, we promoted it through various channels directly targeted at our target group : Facebook and teen web portals/ Facebook game/Viral Clips/Ambient guerrilla/TVC/School banners

Describe the success of the promotion with both client and consumer including some quantifiable results

-Over 2 million participants (students, parents, teachers,fans) in the activity. -1,081 teams with 5,405 players joined in competition nationwide. -Nanyang's Facebook page ranking raised to no.1 among Thai sports brands (109,574 Likes during the campaign alone) -Free PR - worth more than US$ 2,000,000 of news and net-work coverage over several months -Target group became highly involved with the brand. -From #1 in sales to #1 in consumer's hearts

Explain why the method of promotion was most relevant to the product or service

Nanyang is the most popular student shoe that offers great comfort, surface grip and toughness. And besides being worn for studying, it's also perfect for playing Goal Nu football. Some 90% of middle and high school students wear Nanyang to play Goal Nu football during breaks in school and after school. Therefore Nanyang is the ideal brand to promote such an event a national Goal Nu football competition.