A iD, one of the most innovative advertising agencies in the country, is leading a groundbreaking campaign. Nike For Black Friday, focusing on its digital channels and app. Between November 21st and 24th, the brand will offer coupons with exclusive discounts on selected products in five segments: Skate, Running, Soccer, Training, and Basketball. The promotion will distribute promotional codes from 15% to 25% OFF, or fixed values of R$ 200 to R$ 300 in discounts for selected products.
The project will feature the participation of athletes and brand partners who will create special content that will be shared on their social media channels. The campaign includes Kelvin Oliveira, a 7-a-side soccer athlete; Pâmela Rosa, a two-time world champion skateboarder; Karol de Souza, a basketball-focused influencer; Almir Jr, an Olympic finalist in triple jump; and Ju Mamute, a fitness influencer.
To access the coupons, users will need to follow the social media content of the influencers and athletes, and find the promotional codes hidden within the videos. These codes can only be redeemed in the Nike App.
For Camila M. Costa, CEO and partner at iD, addressing different sports segments within the campaign is a direct way to inspire consumers. "The key idea behind the action is to take ownership of the commercial date, bringing an important reflection to the consumer about how sport is an important outlet in our lives. Therefore, the unique and interactive search and redemption of discount coupons, with the participation of athletes and influencers, further reinforces this message," she argues.
Beyond the participation of content creators, the strategy also includes the production of UGC content, focusing on amplifying the action within the Nike App.
Technical Specifications
Campaign: Nike Black Friday
Product: Nike App
Titles: Football, Basketball, Skateboarding, Training, Running
Client: Fisia – Official Nike Distributor in Brazil
Marketing Director: Gustavo Viana
Marketing CDM Executive Manager: Mariana Pires
Marketing Senior Manager: Thiago Lia
Marketing Coordinator: Guilherme Salgueiro
Brand Creative Manager: Livia Pinheiro
Brand Creative Specialist: André Ferros
Agency: iD
CEO: Camila Costa
Executive Director of Business: Alessandra Sant’Ana
Business Director: Cristina Kuchiki
Business Manager: Carolina Vieira
Head of New Business Development: Marina Fagionato
Chief Operating Officer: Thiago Carneiro
Chief Creative Officer: Sthefan Ko
Creative Director: Guga Diehl
Head of Storytelling: Jorge Ponce Betti
Authored by: Fábio Brandão
Art Direction: André Pauletti
Production Directors: Paula Saraiva and Marisa Toledo
General Director of Strategy and Insights: Marco Sinatura
Strategy Director: Juliana Meirelles
Director of Influence: Renato Santoliquido
Strategy Manager: André Costa
BI Head: Priscila Sanita
BI Director: Eduardo Bernardo
Audiovisual Production Company: Paranoid
Producer: Paranoid
Scene Direction Film: Pedro de la Fuente
Executive Production: Marcel Weckx and Luiz Armesto
Producer Contact: Fernanda Sousa and Karina Vallesi
Creative Research: Bruno Mota, Isabel Azevedo, Bruna Melo
Production Coordinator: Fernanda Hernandez
Coordination Assistants: Camila Aureliano, Dulce Fernandes, and Juliana Romano
Head of Photography: Pedro de la Fuente
Camera Operator: Arthur Miceli "Kao"
Director's Assistant: Juliana Antich
2a Assistant Director: Bruna Bismara
Production Director: Gisela Takara
Costume Design: Luise Federman
Against the Rules: Rodrigo Silva dos Santos
Makeup/Hair: Simone Souza
Location Producer: André Bustamante
Post-production Coordination: Layssa Pascher
Coordination Assistant: Igor Luis
Post-Production Assistants: Kaio Shot and Felipe Franco
Assembler: Pedro de la Fuente
Finalizer: Arthur Schneider
Color Correction: Bleach Films
Sound Production Company: Cabaret
Musical Production: Mauro Kuschnir
Composer: André Henrique and Guilherme Azem
Mixing: Gab Scatolin
Finalization: Mauro Kuschnir and Gab Scatolin
Attendants: Ingrid Lopes, Junior Freitas, and Barbara Russiano
Coordination: Chandra Lima, Mavi Capelasso, Leonardo Vieira, and Débora Mello
