Nike Back to School
The ultimate challenge: Making kids look forward to school.
The Nike Equipment range consists of clothing and accessories targeted at youth, a significant part of whose lives is spent attending school. ‘Back To School’ is an initiative of Nike Asia Pacific that makes inroads into the lives of these youngsters. Though the initial brief was to target parents in a retail environment, Nicknack redefined the brief and recommended targeting the children themselves, given their ‘pester-power’.
Rethinking the audience strategy
Based on the universal insight that schools are breeding grounds for homogeneity, the creative strategy sought to give students the sense of individuality they craved in a manner that was familiar to them: doodles. The campaign, which used visual elements of school culture coupled with aspirational messages, gave them a highly compelling reason to influence the purchase decisions of their parents, thus fulfilling the marketing objectives of the client.
