Company: Nike

Agencies: W+K Global Network, Mindshare, AKQA, Razorfish, Passion

Market(s): Global

Timing: April 1 – August 2014

Nike’s Risk Everything campaign uniquely harnessed the excitement of World Cup gameplay and broadcasted it in real-time around the world.

BACKGROUND

Since 1998 and the “Airport” film, Nike has been locked in a battle for soccer supremacy. In order to dominate the global soccer conversation before, during and after the 2014 World Cup and to cement its position as the #1 global soccer brand, Nike set out to disrupt the landscape with more than just a global ad campaign.

THE IDEA

Nike created a globally integrated entertainment experience as big as the World Cup itself. Risk Everything was a unique Nike POV that challenged the dull, predictable football that had dominated the past few tournaments. Leading up to and throughout the 2014 World Cup in Brazil, Nike’s campaign inspired and engaged soccer players, soccer fans and the broader sports audience to Risk Everything when they played soccer.

THE PROCESS

W+K created and executed brand strategy, key creative executions, the big idea and communications, including North America media planning and buying. Mindshare handled media planning and buying in other markets. Razorfish and AKQA ensured the campaign extended onto Nike’s digital platforms.

An integrated team (Nike, W+K, agency and media partners) operated around the clock across 22 languages to produce real-time animations and stills of athletes for deployment across social media. Key media partnerships (like Xbox, Tencent, Televisa, Facebook) pushed this content — Google, for example, allowed consumers to use the animations to create memes. ESPN’s SportsCenter used animated Zlatan Ibrahimovic to provide commentary on the day’s matches.

THE RESULTS

Nike was solidified as the #1 football brand in the world. The brand saw a 21% increase YOY (2.3 billion USD in revenue for the brand). Overall footwear sales increased 25% across key football markets. Nike also successfully dominated the football conversation — this became the strongest social campaign to date. Digital video platforms received over 400 million views and 23 million people engaged with the content (liking, re-tweeting, commenting). “The Last Game” film became Facebook’s most shared video ever. Nike had the number 1 and number 2 most watched ads on Youtube in 2014 Nike is now connected to 75% of all football-obsessed teens in the top 20 markets.