CASE STUDY ON

NIKE BLEED BLUE CAMPAIGN

SUBMITTED BY:

FAISAL MIRZA (73)

RAMA KRISHNA (57) SANDEEP CHILUVERU

(58)

SUBMITTED TO:

PROF. SANJAY BANERJEE

INTRODUCTION: 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

• Key People Philip H. Knight (Chairman)• Mark Parker (President and CEO)• Products Athletic shoes, Apparel, Sports• equipments, Accessories• Revenue US$ 19.014 billion (FY 2010)[2]

• 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

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 BLUEName Company Position

Sanjay Gangopadhyay Nike India Marketing Director

Senthil Kumar JWTExecutive Creative Director/Copywriter

Vishal Vinekar/Abhijit Mallick

JWT Art Directors

Dhruv Warrior/Kishore Mohandas

JWT Copywriters

Johan Vakidis AKQAExecutive Creative Director/Art Director

Riaad v.d. Merwe AKQA Copywriter

Kelly Who AKQA Creative Director

Beck Yang/Kim Jerbo/Yoyo Chu

AKQA Art Director/Designers

Kunal Gandhi/Brendon Zhang

AKQA Account Servicing

Sudhir Nadig Nike India Brand Marketing Executive

Bulbul Khera Nike India Brand Marketing Manager

Vikrant Singh NikeBrand Marketing Head, Emerging Markets

Meeta Bharvani JWT Client Services Director

Shri Pendakur JWT Account Executive

Mindshare Team Mindshare India 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

CONCEPT: BLEED BLUE

• Conceptually, Bleed Blue campaign can be interpreted for four sets of people.

• First are the aspiring players across the nation who are not only passionate about the game but play it too.

• Second are those that watch the game and cheer for the Indian team.

• Third are those who may not play or watch cricket but are patriotic Indians and thus support the national team.

• And the fourth is the Indian team itself, the 11 players on the field and the rest of the team.

• 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