AVANT

GARDE WRITE THE OTHER WAY

JACKY KWAN | HOA JING QI | OLIVIA TANG | TRAN LAN THU

(16526958) (15709444) (17823281) (16725797)
 MISSION STATEMENT

To be the agency of choice, recognized as a leader in advertising

and bringing across creative and unique ideas.
 MISSION STATEMENT

To bring inspiration and Innovation to Every “Athlete” in the world

“If you have a body, you are an athlete.”

(Bill Bowerman)
 RISK EVERYTHING

• Launched on 1 April 2014

• Worldwide
• Released 2 Campaign Videos
• Official Social Media Channels:
- Youtube, Facebook, Twitter, Instagram
 CELEBRITY ENDORSEMENT

LTR: Neymar, Cristiano Ronaldo, Wayne Rooney.

 RISK EVERYTHING

STRENGTH
• Leveraging on FIFA Worldcup 2014 hype to implement ambush marketing
• Using credible and likable celebrity endorsers
• Innovative Product Launches
• Raising Awareness using social media

WEAKNESS
• Direct competition from Adidas, the official sponsor of the 2014 FIFA
World Cup
• Lack of promotion activities in Singapore
• Less awareness compared to running and lifestyle events in Singapore
 RISK EVERYTHING

OPPORTUNITIES
Singapore as a Potential Market
 SHOW YOUR GAME

GOAL
To encourage participation of the Singapore Market in
Nike’s Risk Everything Campaign

“Be willing to risk all you have to top the rest”

Show Your Game

DURATION
1 June – 20 July 2014
 TARGET AUDIENCE

DEMOGRAPHIC
Age: 17 – 40 years old
Gender: Male and Female

GEOGRAPHIC
Whole of Singapore

PSYCHOGRAPHIC
Achievers , Strivers & Experiencer
 OBJECTIVES

MARKETING
Achieve 20% sales increase by end of the campaign

COMMUNICATION
Increase the brand awareness of Nike and its Risk Everything
campaign through implementation of media plan
 GUERRILLA MARKETING

• Ambush marketing
– Riding on the FIFA World Cup 2014 hype
• Viral marketing
• ‘Show Your Game’ event
– Builds awareness and gains attention of people
 MEDIA PLAN

• Broadcast Media
• Print Media
• Support Media
• Interactive Marketing
• Public Relations
• Sales Promotions
 BROADCAST MEDIA
RADIO ADVERTISING

IMPLEMENTATION

Objective
Raise awareness of Show Your Game Campaign and Event

Execution
Buying Dayparts on 98.7FM
• Pre-recorded Script by DJ Muttons
• Broadcasted over 5 days
 BROADCAST MEDIA
RADIO ADVERTISING

Mutton 1: Hey mutton!

Mutton 2: Yes mutton?

Mutton 1: You know yesterday I go play soccer ah...

Mutton 2: YOU play soccer?!?

Mutton 1: Ya la why, cannot meh? I play with my new Nike jersey, they say I look like Ronaldo!

Mutton 2: Like that I can become Neymar or not? Or maybe I look more like Rooney.

Mutton 1: Of course can la! Just go for the Nike Show Your Game event this Friday to Sunday, get

your kit, you want to become who also can!

If you register first, you can become Rooney at a cheaper price

Mutton 2: Wah! So good ah! I must go register now! Where ah?

Mutton 1: Aiyo of course is their Nike Football Facebook page la! They got the link there!
 BROADCAST MEDIA
RADIO ADVERTISING

EFFECTIVENESS

Medium: 98.7FM
• English Broadcast Radio Station
• Top 5 most tuned in English Station
• DJ Muttons: Likeable
• Dayparts chosen: Peak Periods
• Able to reach to a wider range of audience
 BROADCAST MEDIA
TV COMMERCIAL

IMPLEMENTATION

Objective
Raise awareness of Risk Everything Campaign

Execution
Buying Spots on Mediacorp Channel 5 and Singtel Cable TV
• Airing of Risk Everything and Winners Stay Video
 BROADCAST MEDIA
TV COMMERCIAL

EFFECTIVENESS

Medium
1. Mediacorp Channel 5
• Number 1 English Mass Entertainment and Lifestyle Channel

2. Singtel Mio TV
• Has broadcast rights to FIFA Worldcup 2014
 PRINT MEDIA
MAGAZINE

IMPLEMENTATION

Objective
To build awareness of Nike Football’s products for the upcoming World Cup

Execution
XX
 PRINT MEDIA
MAGAZINE

EFFECTIVENESS

Medium
1. 8 Days
• Covers a wider range of market
•
2. Men’s Health
• Mainly targets male sports fanatics
•
 PRINT MEDIA
NEWSPAPER

IMPLEMENTATION

Objective
To raise awareness of Show Your Game roadshow event

Execution
XX
 PRINT MEDIA
NEWSPAPER

EFFECTIVENESS

Medium
XX
 INTERACTIVE MARKETING

IMPLEMENTATION

Objective
To raise awareness of the campaign and engage with social media
users (followers)

Execution
Teasers of “Show Your Game” event
Official announcement of the event
 INTERACTIVE MARKETING

IMPLEMENTATION

• YouTube videos
• Social Networks
• Facebook
• Twitter
• Instagram
 INTERACTIVE MARKETING

EFFECTIVENESS

xx
 PUBLIC RELATIONS

IMPLEMENTATION

Objective
To increase the overall awareness of Nike football publicity and the
campaign

Execution
“Show Your Game” road show�Interactive media (Kits displays, Green
screen, Photo Booth & interactive TV)
 PUBLIC RELATIONS

IMPLEMENTATION

“Show Your Game” Event

• Venue – Ngee Ann City Civic Plaza
• Date – June 6, 7, 8
• Time – 10am to 930pm
 PUBLIC RELATIONS

EFFECTIVENESS

xx
 SALES PROMOTION

IMPLEMENTATION

Objective
• To remind customer memory of road show
• To raise awareness

Execution
Limited free discount coupons to customers that can be used to buy
Nike football products
 SALES PROMOTION

EFFECTIVENESS

xx