CASE STUDY ON NIKE BLEED BLUE CAMPAIGN

SUBMITTED TO: PROF. SANJAY BANERJEE

SUBMITTED BY:
FAISAL MIRZA (73) RAMA KRISHNA (57) SANDEEP CHILUVERU (58)

INTRODUCTI ON: NIKE,inc

Type Public Traded as NYSE: NKE Industry Clothing and sports equipment Founded 1964 (as Blue Ribbon Sports) Founder(s) William J. Bill Bowerman Philip H. Knight Headquarters Washington County, Oregon United States (Near Beaverton, Oregon) Area Served Worldwide

Philip H. Knight (Chairman) Mark Parker (President and CEO) Products Athletic shoes, Apparel, Sports equipments, Accessories US$ 19.014 billion (FY 2010)[2] Revenue Operating income US$ 2.517 billion (FY 2010)[2] Net income US$ 1.907 billion (FY 2010)[2] Total assets US$ 14.419 billion (FY 2010)[2] Total equity US$ 9.754 billion (FY 2010)[2] Employees 34,400 (May 2010)[2] Website Nike.com

Key People

BLEED BLUE
CHALLENGE: To launch the Nike blue jersey as the uniform of the nation and deepen the Nike relationship with the sport and its athletes across the streets & stadiums of India. TARGET: Millions of Indian cricket fans & Non Resident Indians who follow the game of cricket. IDEA: One expression to unite the nation behind the national team, inspiring every Indian to express their individual support and Bleed Blue for India.

MARKETING STRATEGY
If you follow cricket and are actively following the World Cup Cricket 2011, you would have heard of the slogan Bleed Blue many many times!

TEAM; BLEED BLUE

Name
Sanjay Gangopadhyay Senthil Kumar Vishal Vinekar/Abhijit Mallick Dhruv Warrior/Kishore Mohandas Johan Vakidis Riaad v.d. Merwe Kelly Who

Company
Nike India JWT JWT JWT AKQA AKQA AKQA

Position
Marketing Director Executive Creative Director/Copywriter Art Directors Copywriters Executive Creative Director/Art Director Copywriter Creative Director

Beck Yang/Kim Jerbo/Yoyo Chu Kunal Gandhi/Brendon Zhang Sudhir Nadig Bulbul Khera Vikrant Singh Meeta Bharvani Shri Pendakur Mindshare Team

AKQA AKQA Nike India Nike India Nike JWT JWT Mindshare India

Art Director/Designers Account Servicing Brand Marketing Executive Brand Marketing Manager Brand Marketing Head, Emerging Markets Client Services Director Account Executive Media Agency

Wizcraft Team

Wizcraft India

Event Agency

Kitisha Gaglani

Hello Robot Films

Films Producer

Omri Cohen

Green Dot Films, LA

Films Director

Aloke Shetty

Raw shark Films

Films Producer

Dhruv Ganekar

Blue Frog Sound labs

Music Director

 Nike leveraged upon the passion for the game by launching the ads with this concept across every conceivable media. Billboards, TV spots, newspaper and magazine spots were obviously covered. Social networking sites like Facebook and Twitter were also leveraged and the campaign spiraled exponentially here and through SMS. On 24th March they launched the Bleed Blue Pledge commercial that was first released on Facebook, on March 24th, during the cup. With scenes of matches, the pledge featured cricketers like Sachin Tendulkar, M S Dhoni, Yuvraj Singh, Gautam Gambhir, Zaheer Khan, Virat Kohli and S Sreesanth.

STREETS; BLEED BLUE

How the campaign/entry was launched and executed across each channel in the order of implementation:

CANVAS: The Nike Blue Team India jersey launch across retail was integrated with millions of 'Bleed Blue' expressions on ground by bleeding handprints on travelling cloth canvases and digital handprints. CONTENT: Daily Bleed Blue posts, athlete videos, fan expressions, mall and street events that were integrated seamlessly on the website, the Facebook page and YouTube channels.

 OUTDOOR: Bold hot iron impressions of the Nike jersey on bare bodies of Team India athletes inviting everyone on the streets to Bleed Blue. EVENTS: The Nike Cup street cricket tournament saw over 500 teams fight it out and express their ways of bleeding blue. The Nike Studio captured millions of bleed blue photo expressions. TELEVISION: Nike decided to take the final knockout stages of the World Cup and 03 Bleed Blue films were broadcast to a cumulative audience of 152 million across India s final 03 matches inspiring the entire country to 'Bleed Blue'.

DID INDIA BLEED BLUE

Nike India jerseys SOLD OUT on all India match days. - 100% sell through during the campaign period across retail. 25%increase in business for Nike during March 2011. 12 million bleed blue handprints & growing. 1.2 million bleed blue fans on Facebook & growing. 'India Bleeds Blue' Voted as the No.1 campaign of the 2011 World Cup by thousands of blogs, National newspapers & leading TV channels. - Nike captured the spirit of a nation drenched in a million emotions but united India with one expression. Bleed Blue became the mantra of the masses.

THANK YOU