MAKE EVERY YARD COUNT

Bronze Spike

Case Film

Presentation Board

TitleMAKE EVERY YARD COUNT
BrandNIKE
Product / ServiceNIKE CRICKET
CategoryB03. Consumer Products (incl. durable goods)
EntrantJWT INDIA Bangalore, INDIA
Entrant Company JWT INDIA Bangalore, INDIA
Advertising Agency JWT INDIA Bangalore, INDIA
Media Agency MINDSHARE Bangalore, INDIA
Production Company 1ST DECEMBER FILMS Bangalore, INDIA

Credits

Name Company Position
Senthil Kumar JWT National Creative Director
Senthil Kumar JWT Film Director
Dhruv Warrior JWT Copywriter
Shri Pendakur JWT Digital Manager
Anil Nair JWT Client Services Director
Karthik Katti JWT Account Director
Atul Kattukaran 1st Dec Films Executive Producer
Anup J Kattukaran 1st Dec Films Director Of Photography
Priyank Premkumar Independant Editor
Dhruv Ghanekar Wah Wah Music Music Director
Taufiq Qureshi Wah Wah Music Vocal Percussionist
Joseph George Wah Wah Music Sound Design Arrangement

The Brief

CHALLENGE : Celebrate the Cricket Crazy Youth of India, with a playing population that runs into many millions. TIMING : T20 CRICKET WORLD CUP IDEA : CRICKET CRAZY CO-CREATION A campaign that the put the Cricket Crazy Youth at the centre and made them real heroes by featuring user generated and crowd sourced content including videos, posts and tweets from Nike as well as Nike's athletes inviting the youth to activate the campaign and show India and the world how they make every yard count by sending pictures of themselves playing the game wherever they are and tagging themselves later.

Describe how the promotion developed from concept to implementation

ONLINE ACTIVATION: Athletes across the country were invited via Facebook, Twitter, Instagram and nikecricket.in to send in their action images in any playing position. But each image was prefixed with a key action frame posted online including the fast bowlers leap, the batsmans hook, the fielders dive and the keepers stump. And thousands of these split second action images were uploaded online via mobile phone cameras, gopros, webcams and procams. ON GROUND ACTIVATION: The same action sequence was also activated across several playgrounds by 108 travelling photographers to capture the same seamless action across small towns in rural India.

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

CRICKET CRAZY ACTIVATION : NIKE MADE EVERY YARD COUNT AND ACTIVATED A FULL CIRCLE BETWEEN MOBILE, DIGITAL, SOCIAL AND TELEVISION CHANNELS, BREAKING ALL THE BOUNDARIES AND REACHED OUT TO 11 MILLION CRICKET CRAZY INDIANS ACROSS MULTIPLE CHANNELS. 225001 STILL IMAGES WERE CROWD SOURCED ONLINE AND ONGROUND FROM 9 BIG CITIES, OVER 200 SMALL TOWNS AND VILLAGES ACROSS INDIA. The final cut was seamlessy composed from a Crowd Sourced image bank of 225001 frames of cricket crazy youth, stitching together 1440 images. VOTED INDIA'S BIGGEST EVER CROWD SOURCED CAMPAIGN THAT AVERAGED OVER 2.5 MILLION IMPRESSIONS DURING THE ONLINE CAMPAIGN PERIOD.

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

By keeping the mechanics very simple, we managed to overcome most obstacles in crowd sourcing helping us make that deep connection with the cricket crazy indian athlete right from the call for entries, to the playground activations, to the crowd sourced photographs, to compose a film that was completely driven by social engagement, and the surprise result of thousands of athletes actually tagging themselves online on the film and on the photographs via social networks and mobile. The Campaign succeeded in putting the Cricket Crazy Youth at the centre by inspiring, reaching and activating over 11 million social connections.