Mindshare Germany win Best Media Strategy with Nike for the second time
And the winner is... was not called out at the Dolby theatre in LA, but at the Alte Rathaus in Munich last Thursday, March 7th, where the prestigious German Media Award was awarded for the 15th time. We are proud to announce that the category “best strategy” was again awarded to Mindshare Germany, this time for its submission “NIKE – my time is now”, a sophisticated and intelligently integrated campaign developed for a new generation of young soccer players.
Christof Baron, CEO Mindshare Germany, states: “This already is our 8th award within this highly respected supreme discipline and this confirms the success of our consistent focus on latest integrated communication consultancy. Our focus is best possible strategic consultancy and unique activation initiatives. Our teams are always in touch with the latest trends and understand, how target groups think and how they can be reached."
The Nike campaign was implemented in 2 steps: phase 1 covered a worldwide activation initiative called “the chance” with which ambitious next generation players were picked, trained and sponsored. The following acceptance of the newly found youth squad was covered in phase 2 by extensive media support. All relevant touchpoints for this young target group were used within a 360 degree communication – with strong focus on digital.
The campaign lead to a historic result: for the first time NIKE took over leading position within the segment of soccer shoes!
It was Mindshare Germany's 8th award within this category and therefore has leading position in terms of strategy within German media agencies.