Nike // guerilla marketing
The Challenge

Air Jordan, a subsidiary of Nike, was launching Jordan 8 Wellington, the very first flagship store in Asia. For the launch, Nike was looking to drive traffic in-store and boost awareness around Jordan Flight Club for fans.

 

Our Strategy

To generate street buzz, Catalyst launched a direct engagement strategy. Utilising a custom-built, lucky draw ticket machine disguised as a roving basketball hoop, the public was invited to run, jump, and grab a ticket from under the hoop for a chance to win. 

Participants with winning tickets received a limited edition Jordan 30th anniversary gift set to be redeemed at the new Jordan 8 Wellington store. Non-winning tickets invited ticket holders to join the Jordan Flight Club.

 

Client
Nike
Year
2016
Location
Hong Kong
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The Results

‘Take One’ stirred city-wide enthusiasm uniting Jordan fans, athletes, and urbanites. The campaign achieved the following results: 

  • 8-day campaign engaging an average of 1,400 fans per day

  • 2-hour line-ups for the attractions without any promotion – pure W.O.M

11,000 consumers engaged and 1,250 tickets redeemed in-store