Running from this month until early February, the sports wear giant has taken over a section of Singapore’s Citylink Mall in a bid to reach young male shoppers via a series of static and video installations. The campaign, implemented by JCDecaux with media by MindShare and Kinetic Worldwide, is two-pronged. The first part targets 14- to 17-year-old youths with motivational messages that take the form of the letters of Nike’s iconic slogan, ‘just do it’. The second phase targets the 14- to 30-year-old male demographic.
Suspended mannequins wearing Nike football apparel are placed near images of Southeast Asian football stars, including Thailand’s Teeratep Winathai and Indonesia’s Ponaryo Astaman. Beneath the figures, screens show a Nike football commercial and a series of product animations. The final section, dubbed ‘Join the chain’ features screens showing clips of local ball jugglers. The concept is extended online, where users can submit their own juggling videos to win a trip to watch the finals of the AFC Asian Cup.
“Citylink Mall is the only linkway that leads shoppers from the City Hall MRT to retail outlets in Marina Square and Suntec City. Nike is the first advertiser to use our newly-acquired media,” said Elise Yan at JCDecaux Singapore.
