Robert Jenkyn/theiceberg.com/Advertising SalesSusan Levesque/Ninedots/Project Manager Solidify Nike’s position within Hoop Culture. Earn street credibility with the target and ensure their acceptance of Nike as an authentic street brand that understands their Hoop Culture, not just the game of professional basketball.Drive traffic to nikebasketball.ca To differentiate Nike from the numerous competitive brands that are also trying to take ownership of the grassroots game.

Prompt the purchase of the Nike VC Shox basketball shoes, which are featured on nikebasketball.ca. We created new media, which leveraged Hoop Culture and served as the connection point between Nike and the “baller” target.

Strategic Insight:The target defines themselves as being at the core of Hoop Culture ... basketball passion, hoops fashion and hip-hop/rap music.

Internet penetration level is 80% with 77% of their time spent on non-commercial sites.Average on-line radio session ... four hours.Strategy:Make a meaningful connection with the target, distinguish Nike from the competition and showcase Nike’s authenticity within Hoop Culture: - recognise their cultural preferences, unique interests and passion;- associate Nike with an original source of hip-hop/rap music that the target can call their own;- take advantage of market deficiencies and become their main source of hip-hop/rap;- showcase Vince Carter basketball television creative online through traditional “baller” sites;- keep VC Shox top of mind by driving daily traffic to nikebasketball.ca.Key Media Ideas:Solidify Nike’s position within Hoop Culture by creating an original hip-hop/rap radio station, Jam Hall, which is housed exclusively on nikebasketball.ca.

Reach the target on relevant non-commercial sites via pop-up and pop-under executions and drive them to nikebasketball.ca.Execution:Jam Hall- Partner with web radio broadcaster, theiceberg.com, to develop our own station, Jam Hall;- theiceberg.com secured the necessary broadcasting rights, music rights and play list;- Drive traffic to the nikebasketball.ca site through an integrated internet and URL branded television campaign ... relied on the Jam Hall experience to secure repeat visits;- Dedicated music director updates the active play list, which keeps the experience fresh and promotes frequency. (Campaign launched on March 25, 2002. Volume of hits currently unavailable);- Hosting Jam Hall exclusively on nikebasketball.ca drives traffic and ensures the target will be exposed to the Nike VC Shox basketball shoe;- While surfing, Jam Hall and Nike/Jam Hall ID liners will be playing in the background as a constant reminder of Nike basketball.Non-commercial internet- Use known ”baller” sites to qualify the serving of a pop-up or pop-under execution;- Secure advertising rights with the noncommercial sites by avoiding the physical site space when serving the execution;- Showcasing the basketball TV creative in the internet execution speaks to the "baller’s" interests ... a link to nikebasketball.ca to view any of the three creative executions in the series drives traffic.Result:A 360-degree SLAM-DUNK! Cossette Media was faced with the challenge of strengthening the bond between Nike and the core basketball enthusiast – the elusive “Baller”. The Baller lives Hoop culture through basketball passion, hoop fashion and their own hip hop/rap music. We quickly realized that we would need to create media opportunities within their Hoop culture to connect with the Baller. We recognized their music and their Internet sites as two key access points within the culture and then designed two innovative media to leverage them.The innovative solutions:1. In Canada there is no radio station with a hip hop/rap format. Therefore the opportunity to create a new media vehicle, the ultimate 24-hour hip-hop/rap radio station – Jam Hall - housed exclusively on nikebasketball.ca.Media fully negotiated the partnership with theiceberg.com including a full range of components from the design and creation of the Jam Hall player to obtaining a dedicated music director and driving traffic to Jam Hall.This was such a first for Nike that Cossette Media even acted as the liaison with Nike legal for this original concept.2. Media overcame the challenge of non-commercial “baller” internet sites with the solution of pop-up and pop-under executions to gain access to the target. Media negotiated with the appropriate sites and in some cases helped them to restructure their site to accept the executions. We connected with the target through their Hoop culture with media developed exclusively for the challenge. To successfully resonate with the elusive “baller” target, we had to distinguish ourselves from the competition and make a unique yet relevant connection. To do this, we created two concepts for the exclusive use of our client – Nike.Jam Hall Hip-hop/rap music is at the core of the target’s lifestyle; however, there isn’t a dedicated Canadian station. We filled this void by creating a client radio station online.It solidifies Nike as an authentic brand within hoop culture.

Directs a steady flow of traffic to the nikebasketball.ca site, the exclusive location of Jam Hall. Zero competitive advertising or clutter.

Non-commercial internet The target spends two hours with the internet per session but 77% of that time is on non-commercial sites. Creating a connection is difficult.Using the traffic from the appropriate Canadian “baller” sites as the qualifier, we served the target a pop-up or pop-under ad, which guaranteed a connection during their internet session.This case should be a winner for its pure insight into the target’s lives and the accurate translation into media opportunities.

Cossette Media was faced with the challenge of strengthening the bond between Nike and the core basketball enthusiast – the elusive “Baller”. The Baller lives Hoop culture through basketball passion, hoop fashion and their own hip hop/rap music. We quickly realized that we would need to create media opportunities within their Hoop culture to connect with the Baller. We recognized their music and their Internet sites as two key access points within the culture and then designed two innovative media to leverage them.The innovative solutions:1. In Canada there is no radio station with a hip hop/rap format. Therefore the opportunity to create a new media vehicle, the ultimate 24-hour hip-hop/rap radio station – Jam Hall - housed exclusively on nikebasketball.ca.Media fully negotiated the partnership with theiceberg.com including a full range of components from the design and creation of the Jam Hall player to obtaining a dedicated music director and driving traffic to Jam Hall.This was such a first for Nike that Cossette Media even acted as the liaison with Nike legal for this original concept.2. Media overcame the challenge of non-commercial “baller” internet sites with the solution of pop-up and pop-under executions to gain access to the target. Media negotiated with the appropriate sites and in some cases helped them to restructure their site to accept the executions.