In basketball and skateboarding circles, the Nike Dunk requires little introduction. Created to complement the uniforms of US varsity and college basketball teams, the Dunk's classic style saw it quickly leaving the courts to become a cult icon and an inspiration for fashion and youth culture.
Even an icon needs a little promotion though, a task which fell to below-the-line communications specialist, Mick & Nick, part of the Lowe Bull Group. The “Be True” campaign for client Nike SA, set about telling the story of the Nike Dunk.
Edgy, trendy clothing stores SportScene, Shesha, ShelfLife and Astore were the backdrop, with both urban and street culture consumers needing to be drawn in by the creative treatment. “These stores are the trend setters in this section of the market, and are key in creating brand credibility amongst the street savvy ‘sneaker freakers',” says Michelle de Gouveia, MD of Mick & Nick.
On top of raising awareness, while energising the spirit of the Dunk icon to consumers, the goal was, of course, to drive sell through. Using only in-store elements, from window and glass cabinet decals to branded bulk heads and counters, Mick & Nick relayed the history and culture of the Dunk to consumers, with the message that the Dunk is what happens when you're “true”.
In a departure from the renowned athlete or technology based approach of Nike's marketing, the only visual device to come down from the global Nike team was the blocks of colour from the Dunk's striking palette. “This gave us a lot of freedom, particularly in the retail environment where we could tailor fixtures and fittings to each type of store,” says De Gouveia.
Mick & Nick decided to use the Rubik's cube as a starting point, delivering big impact from a visual merchandising point of view. The idea was then extended to creating block men as in-store icons, mini cube giveaways on selected shoes, and even as an interior for a café.
Running from February to April this year, the campaign met with great success locally, and has gained worldwide acclaim from Nike.
Visit our PRESS OFFICE: Lowe Bull Group is an advertising agency, specialising in the creation of through-the-line strategic and creative advertising campaigns. They search for the big idea, which is translatable into sustainable, relevant and effective communication. The Lowe Bull Group also incorporates Initiative Media, O.I.L (Original Insight Learning), longtail (e marketing) and Mick&Nick (below the line specialists).- more....
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