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CASE STUDY: 'Nike - Kisstory of Air' Campaign

Provided by Bauer Media
How could you sell fashion in a sound only environment? Sell 'a look' with no pictures... Kiss Radio tackles the challenge!

What was the Challenge / Background of the Campaign?

How could you sell fashion in a sound only environment? Sell 'a look' with no pictures... what a challenge! Harder still - how to sell radio advertising to a fashion client pre-occupied with showing how good their product looks. This was the challenge that faced Kiss radio when pitching to Nike. Nike was a dream target advertiser for Kiss's programmers - our audience love their streetstyle clothing and Nike was a brand our team wanted on air. Unfortunately Nike weren't dreamily planning their next radio campaign. Find out more...

What was the Campaign Objective?

Kiss needed to come up with an idea both exciting for the agency and effective in selling trainers to Kiss listeners. Our programmers spoke to our panel of listeners. A remarkable insight came back - listeners are often nostalgic about their first pair of Nikes. Armed with this knowledge we created a brilliant campaign that wove Nike into Kiss's DNA. Research demonstrated that our audience was style-conscious and that Kiss was an inspirational brand. We pitched an idea on Kiss to create an audio history celebrating the influential AirMax trainer.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details2.2 million fashion conscious 15-34 yr olds
16 - 24Both
ABC1
C2
ONLINE
RADIO
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDE
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