Nike iD Store Launch

Nike came to ODD in 2010 with a specific brief for the then new NikeiD service.

Ambition

NIKEiD is a pioneering service that allows consumers to personalise their footwear with a vast range of fabrics and finishes. Nike came to ODD to launch the service in the Oxford Circus flagship with an integrated campaign that didn’t use any conventional or above the line media. Our target was to saturate the NIKEiD appointment book at launch, creating desirability out of exclusivity.

The ODD Solution

In order to avoid the traditional communication methods, we designed an innovative direct mailing piece that was sent to 150 key London opinion formers.

Each mailing contained a personalised, aluminium cube invitation, an iPod with a personalised message and 3 additional invitations to pass on the word.

We also developed two roving digital cubes that showcased designs created back at HQ. The cubes, based in key locations including the South Bank and Soho Square ran Bluetooth lotteries for passers by that enabled invitations to be sent to mobile phones for redemption in-store.

Beautiful Effectiveness

The launch night saw a celebrity-packed attendance that included everyone from Arsene Wenger to Dustin Hoffman; our digital street cubes generated bookings for over 6 months in advance.

• 2x higher footfall during weekends
• 12,000+ NikeiD appointments filled