The Nike UK sales team attend seasonal conferences all over the UK, promoting the new Nike product ranges on offer to retailers. We were asked to create a series of high value and inspirational items that would be distributed at the Nike spring and summer product launches to help promote the new ranges.
At the time, Nike had a partnership with JJB stores. As part of this partnership, JJB had selected a series of running shoes which would constitute the new Nike range in stores. Nike were concerned that running enthusiasts were not being informed about the beneficial technology of the various shoes on the shop floor and the difference between the ranges and prices. Nike wanted to improve the retail assistant’s knowledge of the technology so they could better sell to customers.
When funnelling information down from retail assistant to customer, you have to first engage, and then inspire. Using the existing Nike ‘lead’ theme, we simply added ‘Don’t follow’ as a proposition, creating a hardback, limited edition brand book, a Nike branded ’swatch’ product catalogue and branded Nike USB wristband. To harness the competitive edge and reinforce the new range, we also designed and built a unique Nike themed sports quiz game for use as an educational tool.
The high-value conference collateral we designed added a whole new dimension to the Nike product launch, in ways that the Nike UK sales team had not seen before. The game added another dimension to the launch, forming the basis of a sports personality quiz with launch attendees all wanting to win the event, as well as creating a high-value gift that the sales team could use long after it had finished. Our selection of packaged and custom design items were all delivered to stringent timescales, on brief and on budget!
“Our brief was challenging as Guerilla had to come up with innovative printed communication materials that would have real value and be delivered within our budget. We are very pleased with the end product and how smoothly the process went.”
