Nike China: Greatness
Brand owner: Nike
Agency: Wieden+Kennedy, Mindshare, AKQA, Razorfish
Channels used: Branded content, Internet - display, Internet - general, Internet - search, Newspapers, Online video, Outdoor, out-of-home, Print - general, unspecified, Public relations, Social media, Television, Word of mouth and viral
Media budget: 10 - 20 million
The 2012 Olympic Games were the most socially connected Games ever. Nike (not an official sponsor) wanted to find a way to deliver a powerful message of inspiration to its audience in China – that sporting greatness does not only come through winning gold medals.
'Greatness' is a loaded word in China, so to be successful Nike had to challenge China's 5000-year-old conventions of greatness and redefine them. To do that, Nike launched a 17-day multimedia counter-strike against 'traditional greatness'. So while China's brands and media were relentlessly focused on winning, Nike delivered a steady counterpoint to it, one that would honour the pursuit of greatness rather than just gold medals.