The Challenge
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 avoided traditional communication methods.
ODD Solution
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.
For the public we wanted to saturate the Nike ID appointments book, creating desirability out of exclusivity. We 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.
ODD Results
The launch night saw a celebrity-packed attendance that included everyone from Arsene Wenger to Dustin Hoffman; our digital street cubes generated bookings for appointments over 6 months in advance; Jake and Dinos Chapman rated our invitation as the best mailing they'd seen; the campaign won bronze in the integrated category at The One Show awards.
Links
http://nikeid.com/londonstudio
See Also
Kiss Breakfast
Lacoste Footwear
Meet the Kickers
