For the second time in a row Nike is one of the winners of the MTV Credits. This time with their commercial ‘Take Sport, Add Music’. This spot features a woman, a female dancer, with extreme power who takes the challenge of music. Dancing for a sport. For women. That’s what it’s all about. The commercial is part of the Nike Women Moves Campaign which has a European format too.
Michou Malenstein, the Dutch Country Marketing Manager for Nike (The Netherlands) says that dancing is a very pure form of expression, thanks to the high level individuality, creativity, attitude, innovation, movement and rhythm. He adds that dance is changing the standards of sports, because in dance, there are no rules.
Set up of the campaign :
In february, 200 of the best North-European dance instructors were gathered in Amsterdam to attend the Nike Moves Dance Class. This class was given by Laure (Paris, France) who’s introduced the Ragga Jam in Europe.
45 Dutch instructors were present too, and they’re now teaching throughout The Netherlands the Nike Moves Class they’ve attended. Nike has also decorated some gyms, using modern dancing equipment to attract more women and convince them to join the program.15 of the best Gyms in The Netherlands have equipment they’re sharing so consumers can test the products.
The support platform on internet is based around the nikewomen.com site and also features alls the product information plus the entire list where consumers can follow which classes with which instructors.
Women can also learn to dance through this website. Everything is explained and documented.
MTV America’s Jamie King had been chosen to play a keyrole in this campaign, because of his ‘energetic athmosphere’, his motion controls and the mix of various dancing styles. He’s also directed stars as Ricky Martin, Britney Spears & Shakira. He’s been working with Madonna for over eight years now, so he ‘knows’ dancing.
What explains the succes of these commercials?
Malenstein says that the commerials are part of the attempt to bring about the corporate mission. Nike wants to bring inspiration and innovation to every athlete in the world. That goes for the product and for every form of communication. Malenstein suspects the constant innovative spirit of Nike is the key to the success of the commercials too.
A good commercial that targets a young audience is one where the directors of the clip were able to see life through the eyes of the youngsters themselves. Malenstein says this happens already, but not enough. He says that except for the Nike commercials, the short MTV clips have a very good approach too.
Original Article (Dutch) on the MTV.nl site. Check the clip.
Nikewomen.com (pick a language)
Nikewomen.com/Moves (Bring it On ! )
