Target: young people (under 25) living the Paris and suburb areas.Objectives:Product: advertise the existence of a limited edition of the famous AirMax Classic “Big Window” sneaker adorned with specific “Tribute to Paris” decor.Strategy/idea:Develop a website promoting the new product, the clientele and enhancing the bond between Nike and its consumersBuild an expression area where the consumers can freely express themselves, expose their personality and explain why they prefer the brandEncourage visitors to distinguish their most valued peers through votes to a Hall of FameReward Hall of Fame members with an art process of their photograph in the manner of the campaign.

A road show involving 3 Hummers and crews roamed the Paris city and suburban area during 5 weeks. The cars were covered with “Tribute to Paris” décor and the crew distributed posters, flyers, took pictures, interviewed and enrolled consumers into the website operation.

Communication: a very consistent plan in terms of graphics, target, tone and mannerOperation: - more than 210,000 flyers and 4,000 posters distributed- 16,000 pictures, 520 interviews of consumers- 9,000 km, 1700 hours on the field- More than 50,000 visits to the website- 75 participants rewarded in the website’s Hall of FameCommercial : All shoes sold