Cannes Lions

NIKE WOMEN GEAR

MINDSHARE SWEDEN, Stockholm / NIKE / 2004

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Overview

Entries

Credits

Overview

Execution

A TV campaign launched the 'Find Yourself' concept which was built around different personalities: the yoganista, the slacker. The question asked was 'Who are you'? 'Find Yourself'. Digital and outdoor ads, ads and editorial material in Cosmopolitan magazine as well as recruitments with flyers and posters in schools and gyms invited women to the event that very much reflected this 'search'. At the event, participants were given the possibility to try out different activities such as yoga, kick-boxing, aerobics, dance shows, seminars, massage and shopping for Nike gear in a very inspiring environment. Post spots in TV created a nice echo effect.

Outcome

The sales of Nike Women gear increased by 20% in Sweden during the six months following the campaign compared to the same period last year. Moreover, the Nike Women consumer connection ratio is now higher than ever. Overjoyed by the positive results, the European Nike Management has decided to roll out this campaign in other main markets in 2004.

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