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NIKE 12:88

Destination

One day before his 24th birthday, Liuxiang broke his own 110m hurdle world record at the Athleticism Grand Prix in Lausanne, Switzerland:His time was 12:88. Not only was this a new world record but the number itself garners great significance in Chinese culture, as 8 is a very lucky number.  The strength of the campaign was based largely on how quickly we could deliver the 12:88 message across as many relevant media as possible.

Direction

By taking quick action Nike aimed to up-stage other high-profile local and international sponsors of Liu.

Design & Delivery

The Mindshare Shanghai Nike team took just six hours to create and execute a multimedia campaign. Campaign ads went live within eight hours with online ads appearing in the first five hours. Central to the campaign were special 12.88 T-shirts, one of which was sported by Liu. The 12.88 message was aired by CCTV5, the No.1 sports channel and sina.com, the biggest portal website, as well as on other TV channels and in major newspapers and magazines, plus billboards and a TVC that dominated the huge LED screen at the Bund in Shanghai.

Evaluation

The outcome was excellent as the estimated total media impressions against people was 33,88 million. This was the fastest full-media campaign in Chinese history and has been recognized by several leading trade magazines. The campaign generated major exposure ensuring everyone knew about Liu's achievement as well as Nike's support for the athlete.

This campaign was awarded several times

• M!DEA 2006: Gold - best integrated campaign awards
  M!DEA is an internal MindShare celebration of creativity in channel usage amongst the Greater China offices.
• The inaugural NIKE Asia Pacific campaign awards : Best campaign of the year
• CCTV5 Awards: 2006 Top 10 sports advertising activities
• We won the prestigious Nike Maxim internal global Awards 2006. The Awards represent each of the 11 maxims that define Nike company & brand culture.