Interglia Digital SG DE CV Producers The challenge was to integrate a new medium to the existing off line activity and to create a creative format capable of supporting the objectives of the campaign. We decided to create a format that could speak for itself… a format where all Nike products could be seen at once, that could provide to the user all the necessary information without having to go to a website, a format capable of gathering the data of the users interested in registering and also to give visual support to the rest of the campaign in the other media.. The restriction is that we had to use the “traditional” format at that moment available for commercilization by the vendors, within a 12 K banner, 468 x 60 pixels. Pretty difficult, no? The solution: We created a microsite that was hosted within a traditional banner… Since there was no need to measure the clicks, the displayed windows automatically registered the visitors within the same banner. So we called it the “Expanding Interactive Banner”.Six different version were created, in which all the concepts used in TV, magazines, outdoor, were also applied with the indisputable advantage of the interactivity. Some versions included the TV spots, other included the copy of the magazines, or the photographs used in outdoor or even the catalog of products of the stores. Everything in just one single banner. This was Nike´s first campaign on Internet. It was imperative to demonstrate the world that internet can be strong enough as a medium to generate a good relationship between the consumer and the brand. It was a pioneer project devoloped in such a way as for Nike to set his eyes on Mexico. At that time Nike considered Mexico as its 9th. market in terms of visitors to nike.com It was decided to create a new format. This format had never been used in internet in Mexico, or in Latin America or in the USA, or anywhere else. It was a format that many sites did not want to place as they had never seen it, and they did not believe that the whole concept was “encapsulated” in a 12 K banner of 468 x 60 pixels.In order to use of this format, some portals had to change their webmaster platforms, the commercialization and even the codes within the adservers.Once the first site (Terra) was able to implement the campaign, the others did their best to implement the campaign in their own sites. From that moment on, the expanding banner became part of the catalog of products of the sites, and even changed online advertising in general.The results were amazing. Nike became the talk of the town. We got 3,100 unduplicated registrations in only 2 months. 72% of the registrations were coming from target. The average CTR of the campaign was 3.2% with over 5.3 million impacts. The average of unique windows displayed was 4.2 for each banner and 5.1 minutes per visit. 4.3% of visitors were from outside Mexico.After these results, Mexico is considered the 2nd. most important market for Nike.com and Mexico is currently the most important market in the current campaign of NIKE SKO.

This was Nike´s first campaign on Internet. It was imperative to demonstrate the world that internet can be strong enough as a medium to generate a good relationship between the consumer and the brand. It was a pioneer project devoloped in such a way as for Nike to set his eyes on Mexico. At that time Nike considered Mexico as its 9th. market in terms of visitors to nike.com