Singapore, 23 October 2007 - Nike has rolled out another “Just Do It” campaign, which kicked off on 11th October, at street level this time with a mission to redefine sports for Singaporean youths, particularly those aged between 14 to 28 years old, by celebrating new sports tribes and amplifying their passion for their sports.
To ensure high visibility and awareness building among the experimental sports-driven youths, the campaign entitled “Respect the Tribes” ran on JCDecaux Streetside Network comprising of 12-sheet posters as well as a Billboard buy on the building façade of The Heeren. Covering a distinct area of 8 meters wide and 10 meters in height, the campaign sought to emphasize the individuality, spontaneity, improvisation and creativity of ‘real-life’ people who are excelling in the tribe.
The creative rationale was to use naturalistic settings, where these sporting activities take place, to their full advantage, so as to ‘ground’ these tribes and their cultures within the urban fabric of Singapore. Let the tribes speak. Let the tribes play. Keep it real. JUST DO IT.
Glenn Heng, Marketing Manager of Nike Singapore, explains: “We chose Outdoor as the key medium for our campaign as we wish to reach the youths on their homegrounds and inspire their passion for their chosen sports. Visibility garnered from Outdoor medium will resonate and re-energise our ‘Just Do It’ message to our youths.”
The 12-week campaign also runs on booklet distribution, posters and online. Media duties were handled by Mindshare Singapore.
“JCDecaux is pleased to be the Outdoor media partner for Nike once again in this exciting and meaningful campaign. We are confident that the networks selected on Orchard Road are an excellent platform for showcase Nike and help deliver its message to its target audience in this popular urban hangout”, adds Elise Yan, Marketing and Research Executive, JCDecaux Singapore.
Campaign Period:
11 Oct ‘07 ~ 2 Jan ’08 (Billboard at The Hereen)
Contact person for more details:
| Full name: | Elise Yan |
| Job title: | Marketing and Research Executive
JCDecaux Singapore Pte Ltd |
| DID: | +65 6331 9390 |
| Fax: | +65 6333 6177 |
| Email: | elise.yan@jcdecaux.com.sg |
EDITOR’S NOTE:
Founded in1964, JCDecaux today is N°1 in street furniture advertising and N°1 in airport advertising worldwide and N°1 in Europe for billboards. The Group manages 627, 000 advertising panels in 43 countries around the world employing 6,900 people. JCDecaux entered the Asia Pacific market in 1990s with a clear vision of creating a high quality outdoor advertising presence. Our presence in the Asia Pacific region includes Hong Kong, Japan, Korea, Thailand and Singapore.
In Singapore, JCDecaux markets Bus Shelter, Prime Underpass, Shopping Mall and Cinema Advertising products.
Key information on the Group
| 2005 revenues: €1,745.2m; Q3 2006 Revenues: €1,382.1M. |
| JCDecaux is listed on the Eurolist of the Euronext Paris stock exchange, and is part of the Euronext 100 and FTSE4Good indices. JCDecaux has entered the Interbrand rankings in 23rd position, with a brand new value of €10.3 billion. |
| N°1 worldwide in street furniture (318,000 advertising panels) |
| N°1 worldwide in airport advertising with 153 airports and more than 300 transport contracts in metros, buses, trains and tramways (207,000 advertising panels) |
| N°1 in Europe for billboards (200,000 advertising panels) |
| N°1 outdoor advertising company in China (79,000 advertising faces in 20 cities) |
| 715,000 advertising faces in 48 countries |
| Present in 3,400 cities with over 10,000 inhabitants |
| 7,900 employees |
JCDecaux: Showcasing the World
