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The Mercurial Vapor Superfly is Nike’s lightest, fastest boot ever made. It features a genuine innovation – Flywire technology. Nike Flywire ut… Read More
The Mercurial Vapor Superfly is Nike’s lightest, fastest boot ever made. It features a genuine innovation – Flywire technology. Nike Flywire utilizes high-strength threads that act like cables on a suspension bridge, delivering engineered support precisely where it’s needed. That means reducing the amount of material required for the upper of a shoe to the bare minimum without compromising on durability or integrity and support. BRIEF Launch this revolutionary boot and establish the Superfly among the audience as the supreme weapon for unrivalled speed. IDEA Invite the fastest football players in the world to reveal the Mercurial Vapor Superfly superior speed in the most competitive football tournament of that year, the UEFA Champions League. The campaign kicked off with Cristiano Ronaldo and Zlatan Ibrahimovic giving the Superfly boots their long awaited on-pitch debut in a football match between Manchester United and Inter Milan. CR7 knew the world’s gaze would be on him, so it was no surprise when he rose to the occasion and scored the winner goal. As a result Superfly was featured in most of the sports newspaper and blogs across Europe. Throughout March and April the likes of Didier Drogba, Robinho, Franck Ribery, Adriano, Alexandre Pato, Gabriel Agbonlahor and Ben Arfa successfully unveiled the boot’s speed and their stories were seeded with home page takeovers and blog posts on NikeFootball.com. An online gallery and a product experience were created to give the audience an in-depth understanding of the boot and the lowdown on the innovations that will help make them fastest on the pitch. Strategically placed online media helped to spread the story and drive the audience to the Superfly content hub on NikeFootball.com. The Facebook page held the debut events and seeded exclusive videos, photos and status updates to 3m+ fans. RESULTS • Over 2300 confirmed attendees for the face-off event on Facebook • 587 ‘wall posts’ by fans bantering over who will win and who’s the fastest • Most content updates received over 100 comments and hundreds more likes • Over 6 million people were reached online and NikeStore witnessed an impressive increase in traffic to the ecommerce site. MY ROLE Concept, Art Direction, Design. CREDITS Creative Director: Duan Evans Art Director: Rodrigo Sobral Copywriter: Paul Anglin Designer: Rodrigo Sobral, David Clarke Group Account Director: Geoff Northcott Account Director: Jo Holdsworth Account Executive: Ryan Griffin Read Less
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