Nike
Media Innovation Awards 2009 – GOLD”


TITLE: Train Till You Red Line CLIENT: Nike Canada AGENCY: Cossette Media

MEDIA: Thom Partners Inc.

PRESIDENT, THOM PARTNERS INC: Dave Thom

Young hockey players strive to make It to the big leagues and the only way is by training and practicing. But when they’re on the Ice six times a week and spending little time with the usual media, It’s difficult for brands to reach this target audience. The “Train Till You Red Line” program inspired young hockey players to visit niketraining.ca and incorporate Nike Sparq training Into their regimen by connecting with them at each ‘point of practice’ and encouraging them to commit to all key areas of training. Relevant messaging was placed within the right skill areas, Including placement In previous ‘off limit’ areas-such as the players’ bench and penalty box-ensuring the right training message spoke to them as they were executing their training. Nike even convinced the arenas to paint Sparq creative on their sacred red line. The campaign reached all 5O,OOO elite AAA Hockey players across Canada. Stickers and posters were stolen rapidly (always a good sign) and replaced on a regular basis. Unique visitors to niketraining.ca soared by 4O%.