Nike Campaign: Joga Bonito
Our Mission
To encourage kids to 'play beautiful' football (or Joga Bonito as it is known in Brazil), with Nike. For UK kids to take part, Nike developed 'Joga 3', a 3-a-side version of the beautiful game, using Futsals, heavy balls that require great skill.
Our Idea
To get kids to sign up to Joga 3 we made the invitation feel personal to them. And to bring Joga 3 to an audience beyond those that took part we asked Sky Sports to cover the finals live.
Our Execution
The UK's first celebrity voicemail message featured Wayne Rooney inviting 50,000 kids to take part in the regional Joga 3 competitions. This was supported by a Joga bus, which toured key teenage hotspots handing out Nike futsals and Joga Bonito passports to encourage kids to register.
A partnership with Sky promoted beautiful football to a wider audience. This started with an advertiser-funded TV programme called Ginga, which told the story of the soul of Brazilian football. The programme was broadcast on Sky Sports.
The London heat in Trafalgar Square was featured on Sky News, while three hours coverage of the national finals at Highbury were broadcast on Sky Sports 3. A microsite was created to support the live final.
Winners of the regional heats were celebrated through local press and posters.
Our Success
40,000 kids played Joga 3, with the live final attracting 900,000 viewers making it a Top five programme for Sky Sports 3 that year. 85% of 14-34 year olds exposed to the campaign agreed that "Nike believes in beautiful football."