French Football Players Star In Nike Virals
Our former co-worker Martina (Adverblog) works at Nike and she created 2 viral commercials with DDB and Mindshare Paris for Nike France. In below commercial you see Olympique Marseille’s football player Hatem Ben Arfa score an amazing point playing petanque…
Nike is running a campaign for Nike Sportswear called V is for Victory, to promote their Track Jacket.
It echoes when the first viral commercial was released one week ago. In this commercial Guillaume Hoarau and Claude Makelele, football players at PSG are playing table football. As they face difficulties against a very good player (the world champion) Hoarau scores a cool goal…
The two videos gently play on rivalry between Olympique and PSG and focus on the talents of these players and their thirst of victory, which go even beyond their professional environment, during hobbies, in which you are not accustomed to see them.
Although I like the commercials a lot (huge football fan myself) I doubt if DBB’s “rationale” gets very clear to consumers when they have seen these commercials? If Martina had not shared her inside information, I would not have guessed what product or message Nike was promoting. And I think the sole purpose of viral commercials is to get a crystal message across to the target audience?
A blog has also been opened on France largest social network Skyrock, where you can find all sorts of goodies, but mainly where you can have access to live video chat with Nike Athletes. It is all part of a more global campaign with traditional media (Outdoor, Press).
Off course we are curious who did the seeding and tracking of the viral commercials.
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Source: Adverblog.
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Ciao Igor, FYI I did not work on this campaign. It’s Nike France, not Nike Italy behind it, so all the credits should go to my French colleagues.
Ciao!
These are definitely great videos for Nike, I am a fan of most sports-related virals (which tend to be the funniest or most entertaining).
I actually came across a blog that asked whether or not it mattered if a viral video was real or if it was raw entertainment value that mattered.
http://www.tcapushnpull.com/?p=444
After looking at entertaining videos like this, I’d say it’s probably more so how entertaining something is that matters most.
Matt, that’s a great point of discussion! I think that entertainment is the biggest key.
However, it should be believable at some point. If it looks to fake, I don’t think it will spread. You wouldn’t send a video to a friend if you know its not realistic, it might make you look like a fool.
The source should be transparent though, otherwise the commercial might get banned (just like what happened to Cardo Systems).
We see that Nike use too much viral campaigns and they are really good. We see the others in Turkey also, it is so local so global.
@ Martina, Matt, Matthijs and Huseyin.
I really agree with Nike’s skills to drive entertainment and engagement. I also like the virals.
But if I read Nike’s goals and the DDB rationale I think the commercials have a week end. Where’s the last screen that tells i.e. that it’s:
1. V for Victory?
2. About Track Jackets?
3. No invite or URL?
So, consumers that have seen the commercials might like it. But are they aware it’s about V for Victory, About new Nike Track Jackets or where the can see more? Don’t think so.
So that Nike is entertaining: true in these virals. If it’s clear what consumers should: know, think, feel??!
So for entertainment a 9+. For relevant and clear communications a 5-.
Viral commercials are never a goal. They are just means (tools) to realize communication goals..
Knowing Nike’s awareness on tracking gear: they really need to boost that..
Cheers
I agree that these videos are entertaining. Most viral videos, however, subtly reference the product. I am aware that it is a fine line to walk with these ads, and Nike has a strong tradition of really embracing the viral market. That does not mean, however, that this set of videos help the brand in anyway. There is no significant reference to anything inherently Nike. Where is the ROI?
Yes these ads are creative, but they do not clearly communicate a message.
http://www.respinningtheweb.com/?p=521
@ Piotr
A clear call to action in the end should not be a problem? Especially not if you are an identity brand like Nike…
Liked your blog by the way
Cheers
Igor
Well, these are interesting thoughts. I think they are true. However, everything is
relative and ambiguous to my mind.
@ Alex
Thanks for your reply. Think that’s a very fair and true statement: the truth is mostly in the middle indeed.
Cheers
Igor