The Brief

Leading up to the World Cup, Nike needed to capture the attention of its target audience, Football Obsessed Teams (FOT’s) and beat out its competitors as the world’s champion brand for football fans. To do this, Nike launched the global #RiskEverything integrated campaign that would climax with the World Cup. In Southeast Asia, we needed to bring the #RiskEverything campaign to life with a jaw-dropping experience that celebrated the love of football and made fans feel like the heroes of the sport. As a secondary objective, we needed to launch Nike’s new Magista Football boot and drive trial with FOT's.

Describe how the promotion developed from concept to implementation

The idea was to build a football hub on a barge that would be the largest structure to ever sail down the Chao Phraya River. This barge would serve as a launch platform for the new Magista Football boot, a venue for the Nike Formthep Chao Phraya football tournament finals, a football ‘lifestyle’ arena as well as a Nike out of home (OOH) display in the lead up to the World Cup. This was Nike’s first and largest OOH platform of its kind in Asia, and it would create a series of opportunities to drive content marketing and PR coverage.

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

Over 15,000 football obsessed teens were engaged in the live experience driving more than 2,000 Nike FC247 boot trials and over 1,000 Magista Experience trials. Most significantly, #RISKEVERYTHING reached over 1.5 million impressions on social media in Thailand - making it Nike's most successful campaign globally for the World Cup in terms of engagement.

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

The football pitch is where heroes are made and with the World Cup taking place half a world away, becoming a football superstar seems a distant dream for the football obsessed teen in Thailand. This insight drove the creation of a parallel Nike football event in Bangkok where football obsessed teens are given the opportunity to become superstars and heroes of the pitch. By giving local FOT's a platform to pursue their football dreams, we created an opportunity for the brand to connect on a deeper level with local FOT's.