Scoring on The Web
DSG spreads Thorsten Frings' episode of Nike's 'Starlibero Campaign' via the Internet
'Put it where you want it': US megabrand Nike focuses on the dimension of 'precision' for their new online campaign challenging legendary soccer players like Wayne Rooney or Fernando Torres to hit impossible targets by skill alone. In a series of humor-laden clips, a group of crazy Welsh fans travels the world to demand true football marksmanship from some of the most legendary stars, one of them being Torsten Frings.
For this almost four minute long online clip with the German soccer genius, Nike employed DSG’s strategic precision. The task in this case was placing the clip at key points of the internet to reach a mostly male audience of football fans and spare time k(l)ickers.
On tour to the stars
The basic premise of the video clip, created by Wieden+Kennedy was as simple as it was ingenious: A travelling band of zany Welsh fans called 'Sanchez Boys' invades the private residences of soccer heroes. Once there, they give precision-related challenges to the athletes – often by providing their own bodies as targets. Examples are a round of 'moving target practice', in which Torsten Frings shoots the Welshmen out of the air as they try stunt jumps into the private pool of his Portugal villa. Manchester star Wayne Rooney, on the other hand, punishes them with very 'intimate' ball hits for entering his home in England.
If you are a film or football fanatic, www.nikefootball.com offers you the opportunity to upload your own, precision-realted content. Why not share your favorite goals and dribbles with others?
The strategic goal of the campaign is to establish the technical precision of Nike's new soccer shoe 'Total 90 Laser'. Requested by Frankfurt Media Agency Mindshare, DSG took over the strategic, topic-oriented seeding of the content on a variety of sports-oriented Blogs and sub-culture portals.
Hamburg, 18. September 2007
›› You can find the clip here.
