Liu's record triggers quick-response Nike campaign

The new world record set by hurdler Liu Xiang earlier this week provided a spur to sponsor Nike which launched a campaign in Liu's home country of China less than a day later to celebrate the win. <BR><BR> "We broke the world record in putting this world record campaign on air in eight hours from getting the brief from the client," said Michelle Ko, MD of MindShare Shanghai, Nike China's media agency. Online ads were launched within 13 hours of Liu's victory followed by print, TV and outdoor executions. <BR><BR> This included the massive LED screen on the Aurora tower by Shanghai's riverfront, flashing up Liu's time followed by Nike's trademark swoosh. <BR><BR> Liu's time of 12.88 seconds became the main copy for the ads, with eight regarded as an especially lucky number in China. A special T-Shirt emblazoned with 12.88 was also produced while Liu flew back from the race in Switzerland, which he wore as he was welcomed home by the press. <BR><BR> The campaign was put together by MindShare, Nike's creative agency, Wieden + Kennedy, and outdoor specialist Portland.