Spikes Asia

DA DA DING

MINDSHARE, Bangalore / NIKE / 2017

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Case Film

Overview

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Credits

Overview

Background

In a country where good education and fair skin are considered the most important attributes for a woman’s success, sports tend to take a back seat.

Girls in India just aren’t encouraged to go out and play in the sun.

But Nike wanted to change that as playing a sport of any kind helps one unlock their true potential.

It was time to reach out to the Indian girl and help her become UNSTOPPABLE.

With Mumbai as our focus city, measurement of success would look at increased sport participation and active users on Nike+ Apps & related programs.

Execution

On 31st May, #DaDaDing audio debuted on Mumbai’s top radio station (Radio One), whose RJ Erica took up an 8 week Nike challenge to inspire youth with her weekly achievements on-air. Simultaneously, the track was made discoverable on top music apps which increasingly is how our girls consumes new music.

The International Indian Film Academy Awards (IIFA) - Bollywood’s equivalent to the Oscars would launch the #DaDaDing video. Leading actress, Deepika Padukone who comes from a family of acclaimed athletes and is featured in #DaDaDing, gave a heartfelt speech (10th July) on how sports had personally shaped her life before playing the video in entirety to IIFA audiences present & those watching at home. Those who Shazammed the track could download Nike+ apps.

The next day, #DaDaDing was promoted against top Bollywood YouTube videos along with monitoring of social conversations, to retarget said users with communication to get moving.

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