CASE STUDY: Nike drive footfall to stores natiowide with Kiss FM
Provided by Bauer Media
Nike wanted to target 16-24's & drive footfall to stores. Kiss was the perfect medium for reaching young people.
What was the Challenge / Background of the Campaign?
Nike came to us with a number of objectives - they wanted to target a 16-24 audience and drive footfall to NikeTown and stores nationwide. Whilst doing this they wanted to highlight key milestones in the evolution of the Nike Air Max trainer and showcase the various sports personalities already associated with Nike. Radio was the perfect medium for reaching young people at a personal level for Nike. We suggested Kiss in particular, being the market leading station in London for Nikes target market of 16-24s.
What was the Campaign Objective?
To drive footfall to NikeTown and stores nationwide targeting a 16-24 audience.
What was the Solution?
Kiss charted the history of the Nike Air Max trainer through a series of specially created ad funded programmes. Each show featured music from the different ages of the trainers development, from its conception to it's present day evolution. This audio sound-scape ran for one hour, each Sunday at 9pm for 5 weeks. The shows included sound grabs from Nike sports personalities and audio from pop-culture, laid against a soundtrack spanning the years. we also ran a launch promotion which offered listeners the chance to win money can't buy VIP tickets to an exclusive launch event
What were the Results?
This was a highly successful campaign which won the RAB's Planners Choice Award and Bronze Award Winner, Mediaweek Awards 2007. Please contact the Bauer Media team for details of the results of this campaign.
What were the Key Learnings of this Campaign?
'Kiss was the perfect choice as partner for this promotion as it fits very well with the Nike brand identity and perfectly targets the core Nike audience of 16-24 year olds. Ad funded programming was seamlessly integrated within the editorial of the station and I really liked the idea of charting the history of Nike Air through music that spanned the 30 years that Nike have been around.' Melissa Nayak, Media Manager, PHD.