The sports brand is injecting a dose of its 'Just do it' attitude into Hong Kong and the mainland with its 'Life's a ball' campaign.
Developed by J. Walter Thompson, the campaign shows consumers that life is a party and that, like a bouncing ball, it has its ups and downs.
Nick Lim, creative director at JWT, said the through-the-line campaign was running across outdoor media, television and on the web. "You can see that the situation is very bad and that the morale of people is at its lowest point. While all companies are trying to do something to help, this is very typical of Nike, and it ties in with its sports branding," said Lim.
The agency has created a series of short films which are running at Nike shops in Hong Kong, and has designed badges and postcards which are being distributed to Nike customers. Customers are also invited to write down words of encouragement and record their messages for web video usage.
Short ads were also created to run on the Nike website, which has seen its clickthrough rate jump six times since the campaign's launch.
"The website also provided e-cards and screen savers for people to send their friends and to help spread the 'ball' spirit," added Lim.
"Nike also held a special event in Mongkok last month. It invited athletes to bounce and pass a basketball to members of the public. For every pass made, Nike donated a basketball to schools."