Download PDF - Strategy

MEDIA AS CREATIVE DEPT
Hockey’s summer shift
Goal
To encourage young
hockey players to sign up
for Nike’s training regime,
The Summer Shift.
Target
Hockey-crazed kids,
primarily boys 10 to 16.
Insights and
strategy
To get ahead in today’s
fast and physical hockey
game, players need to
train more than their
peers, pushing their
limits even in the off
season to fulfi ll their true
potential on the ice. In
order to inspire the next
generation, Nike needed
to showcase not only how
today’s star players train,
but how their motivation
paid off when it mattered.
The plan
To inject the Nike Summer
Shift message into the
game broadcasts, the
team tapped TSN anchors
to throw to a short fi lm
created by Portland,
Ore.’s Wieden+Kennedy
to document the training
regimes of Canadian
players during each game.
The producers wrote intros
and outros, inserting the
content into their analysis
between the fi rst and
media.
CTVglobemedia’s TSN broadcast an eight-game Canada vs. Russia
Super Series over two weeks last fall with some of hockey’s fastest
and most intense next-generation players. Toronto-based Cossette
Media took advantage of the excitement to get Thornhill, Ont.-based
Nike Canada in the faces of young hockey fans and generate interest
in Nike’s summer training program.
Inspirational films of hockey players getting ready for
action encouraged kids to sign up for summer training
CLARIFICATION
second periods. The fi lms
were also screened at
rinks and arenas. The team
then took the strategy
online to TSN’s broadband
player and created a Nike
Summer Shift section
where young players could
watch the training content,
along with the live action
on the ice.
Results
With Canada sweeping
the series, the audience
was 39% higher than
estimated. And nearly
7,000 kids enrolled at
niketraining.ca to build
their own training programs.
Credits
Cossette Media: Brock
Leeson, media supervisor;
Kate Clement, buyer
Nike Canada: Andrew
Stewart, brand
communications manager
Wieden+Kennedy:
Matthew Hernholm,
account executive
In last month’s Media Deconstructed feature, credit for the Sprite/Quiksilver
wild posting campaign was mistakenly given to Pattison and CBS Outdoor
(who were involved in the more traditional OOH campaign element). In
fact, Grassroots Advertising of Toronto was responsible for developing the
campaign with Cossette, and for installing and maintaining the innovative
postings, which incorporated steal-able clothes. Strategy regrets the error.
She embraces life.
Best Health is her
magazine too.
Best Health offers intelligent,
informative articles encompassing
the four core pillars of a healthy
lifestyle:
• Feeling beautiful
• Being healthier
• Eating well
• Embracing life
besthealthmag.ca