Nike_Kick off. the first football community in china
The brief
During my period at AKQA Shanghai office as Creative Director for all categories at Nike, The football division asked for a motivational and inspiring brief. Helping to build and grow the football community in China.
Much earlier than being a local trend, Nike knew how relevant soccer would be in China, but they didn’t know how to spark the interest of the young public for the Big Game.
The idea
In the very early stage of the public interest in the game, the idea was to help create a community, and give them support and logistics, since there were almost no football pitches around, no teams or organizations at all at a street level to make the sport accessible and apealing.
Kick Off_ Earn Respect
The kick-off platform was made to make the players feel proud to be part of a new movement, a unique feeling of being pioneers and rebels of their revolution. But more than an emotional connection, it was a tool to help them create a community and elaborate plans for compacting the football scene.
Team
Identity
To make a connection, from an emotional level, the platform helped you to build your team character and personality. The users could create a profile, the team name, the Logotype for their team, and include players. As well as create leagues, and matches including other teams.
Unexpected Challenges
The most active collectives on the platform gained access to inspiring challenges, more visibility, and additional support for their teams.
Explore
The Community
All the tournaments, leagues, and matches were shown on the App, as well as the information on every team profile and status.
Tailored
interest
The platform made it easy to keep up to date with the evolution of tournaments, leagues, and teams.
When a Team leads the board can exchange the points for Nike professional material for free, get access to personalize equipment, and so on.
Visibility & amplification
All the related stages of the evolution of the platform and the community were used to make the hero participants have a media focus as well as the leagues and tournaments, to make noise around the game.
Once teams had their profiles, they could create a league and challenge other teams to participate. If their team gained positions in the standings, the team earned respect!
Active teams get an Extra Ball
The teams that lead the top of the boards on their leagues, and had active participation on the platform creating tournaments, and making the map grow in terms of connected teams and activations, were rewarded with activation prizes.
The top of the game
At the top of the game, there were activation ideas to inspire and motivate the participants with unexpected content such as alert notifications that open a football stadium at night for your team to play or the most exited tournaments in unexpected locations such as the rooftop tournaments.
The rooftop tournament was the highlight of the campaign.
The Leading teams had media coverage, and the tournaments were follow-ups on the media channels
Earned Respect & Recognition
Once the tournaments and leagues were over, the finalist and leaders of the board had their recognition coverage on media channels and billboard communication ads on their local communities.
