Client Challenge: Nike’s The Chance programme had never been activated in the Middle East and therefore presented several challenges. Nike needed to select 100 of the best football players from four countries in the Middle East region, who would then be invited to Dubai for The Chance Final Middle East.
There they would play for their chance to take one of three places available to represent the Middle East region in The Chance World Final, to be held in FC Barcelona’s Camp Nou, later in 2012.
PRISM’s task was to use its substantial experience and expertise in the region to deliver the entire The Chance programme in the Middle East, covering three separate qualifier events in Beirut, Dubai and Jeddah, and the final in Dubai.
This involved accommodating the Football Obsessed Teens (FOT), providing support to Nike coaching staff, delivering the same Nike experience in each location and liaison with media.
Beneath all of this were the key objectives of inspiring and enabling FOTs to become better athletes, set up Nike stores in the region as authentic football destinations, drive awareness of The Chance among FOTs and link to sales growth by improving Nike's authenticity as a football brand in the region.
PRISM Solution: The team immediately immersed themselves in Nike and The Chance in order to quickly understand the brand and key Nike touch points for the events. An execution plan was devised and a series of site visits across the Middle East was undertaken, meeting with the Nike team, suppliers and club representatives, in order to tailor each qualifier to each host country.
PRISM assisted in venue selection, provided individual event briefs to the coaches and venues in order to coordinate the logistical challenge most efficiently in each market. We worked closely with Nike’s head coach to implement PRISM’s event registration system and ensure it was the best possible to enable the coaches to easily identify the most talented players.
PRISM regularly met and liaised with the client to ensure we were on track to deliver authentic The Chance experiences. Our event briefs and onsite management were crucial to communicating the running order to Nike’s PR and social media teams (including film and photography crew), ensuring the maximisation of Nike buzz in media and online in each region.
The team used its immense management expertise to organise all Nike equipment, branding, event briefs, suppliers, hotels, flights and visas during the entire programme, ensuring Nike’s The Chance debut in the Middle East was a resounding success.
Results: PRISM delivered four exceptional events in true PRISMatic style, directly influencing awareness for The Chance programme in the region amongst FOTs and garnering significant national and international media coverage.
PRISM went beyond the brief in many areas, including delivering a Nike Store welcome event with Fabio Cannavaro at the Mall of the Emirates and organising and facilitating the film/photo crew’s content creation post-event with the three The Chance winners.
In total, 550 FOTs competed in qualifying in 30 groups. The final saw 100 players compete with three ultimate winners. Facebook Metrics saw 2,012 members join, 114 videos and 2,209 photos uploaded, with 65,264 likes and 109,533 comments.