FW: Nike AD tops World Cup buzz list

[Nauman Ahmed]

Dear All,
 
Below is the link and an article for a NIKE AD for FIFA World cup, 2010 which has achieved the highest recall over its competitors (both within and outside category).
 
Makes for an interesting read. The AD is breathtaking by the way, creativity still can be the differentiating factor to stand out from the clutter.
 
Regards,
Nauman Ahmed
 

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Link for this ad: http://www.youtube.com/watch?v=idLG6jh23yE
 

Nike's `Write the future' ad has helped alleviate the brand to the most associated with the FIFA World Cup ahead of official competition affiliates adidas, Coca-Cola and Sony. A Nielsen study of each brand's share of online English-language message references revealed the US sportswear manufacturer accounted for just over 30% of all official and competitor buzz. This figure was almost double that of competitors and official World Cup partner adidas, who were second with 14.4%. The `Write the future' ad, which features a host of footballers, from the nine teams that Nike manufactures kits at the event for, imagining the effect that individual events have on their fortunes. It received around 14 million views on YouTube since its launch in the middle of May, compared with adidas' Star Wars themed ad, which drew two million viewers since its release a week ago. The rest of the top five was made up by official FIFA partners, Coca-Cola (11.8%), Sony (11.7%) and Visa (7.3%). Beer brand and official England sponsor Carlsberg followed in Nike's footsteps as a non-affiliated competitor to successfully utilise the World Cup with its ad featuring a inspirational figures giving `probably the best team talk in the world'. Nielsen's executive vice president of digital strategy, Pete Blackshaw said: "This study shows that compelling, savvy marketing can establish this sort of connection in the eyes of consumers without having to write that expensive sponsorship check." Other brands featured in the top 10 included official affiliates McDonald's and Hyundai along with Pepsi and Panasonic. Nielsen monitored FIFA World Cup-related messages across blogs, message boards and video sites that mentioned an official FIFA partner or two competitors between 7 May and 6 June.

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The New Busy think 9 to 5 is a cute idea. Combine multiple calendars with Hotmail. Get busy.

[Syedz]

Guys adding to Nauman's post, here's another interesting read on FIFA
2010...cheers !! :)

HBR Review - FIFA 2010 (Adidas Vs. Nike)

http://blogs.hbr.org/hbsfaculty/2010/07/the-world-cup-winner-adidas-or.html


Regards,
Syed Ali Zafar

On Jun 22, 10:39 am, Nauman Ahmed <its_nau...@hotmail.com> wrote:
> Dear All,
>
> Below is the link and an article for a NIKE AD for FIFA World cup, 2010 which has achieved the highest recall over its competitors (both within and outside category).
>
> Makes for an interesting read. The AD is breathtaking by the way, creativity still can be the differentiating factor to stand out from the clutter.
>
> Regards,
>
> Nauman Ahmed
>

> Link for this ad:http://www.youtube.com/watch?v=idLG6jh23yE
>
> Nike's `Write the future' ad has helped alleviate the brand to the most associated with the FIFA World Cup ahead of official competition affiliates adidas, Coca-Cola and Sony.
>
> A Nielsen study of each brand's share of online English-language message references revealed the US sportswear manufacturer accounted for just over 30% of all official and competitor buzz. This figure was almost double that of competitors and official World Cup partner adidas, who were second with 14.4%.
>
> The `Write the future' ad, which features a host of footballers, from the nine teams that Nike manufactures kits at the event for, imagining the effect that individual events have on their fortunes. It received around 14 million views on YouTube since its launch in the middle of May, compared with adidas' Star Wars themed ad, which drew two million viewers since its release a week ago.
>
> The rest of the top five was made up by official FIFA partners, Coca-Cola (11.8%), Sony (11.7%) and Visa (7.3%). Beer brand and official England sponsor Carlsberg followed in Nike's footsteps as a non-affiliated competitor to successfully utilise the World Cup with its ad featuring a inspirational figures giving `probably the best team talk in the world'.
>
> Nielsen's executive vice president of digital strategy, Pete Blackshaw said: "This study shows that compelling, savvy marketing can establish this sort of connection in the eyes of consumers without having to write that expensive sponsorship check."
>
> Other brands featured in the top 10 included official affiliates McDonald's and Hyundai along with Pepsi and Panasonic.
>
> Nielsen monitored FIFA World Cup-related messages across blogs, message boards and video sites that mentioned an official FIFA partner or two competitors between 7 May and 6 June.
>

> _________________________________________________________________
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