Feature

Campaign Media Awards 2008: Best Travel and Leisure Campaign

WINNER
Title: Mercurial Vapor IV
Media agency: Mindshare
Media director: Nick Ashley
Media planners: Tim Mitchell, Richard Oldfield, Johan Hargreaves
Creative agencies: AKQA, Wieden & Kennedy
Creative directors: Andrew Tuffs, Chris Groom, Stuart Harkness
Account planners: Gareth Nettleton, Karelle Dixon, Paul Coleman
Client: Nike
Brand: Mercurial Vapor IV
Marketing director: Ed Elworthy
Media/brand manager: Sion Portman

The Mecurial football boot is designed to make players faster and more agile, weighing only 230 grams and worn by Nike's fastest footballers. The aim was to promote this boot by associating it with speed on the field. Football fans love to debate about teams, players and the rules of the game. Online, fans air their views across sites and blogs. To gain credibility for Mercurial, it needed to become part of the debate by giving fans something to talk about. Key bloggers were identified, with the aim of getting them to start a debate that could spread to up to 35,000 football fans online. Video content was then created, including a viral of Ronaldo racing against a Bucatti, to be seeded to these bloggers. It was subsequently shown on SkySports and achieved 3.2 million plays on YouTube. Other online activity and events resulted in vast coverage of the campaign online.