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Vicki Williams

Silver winner - Most Innovative

Silver winner - Best Blogs, Best Banners, Best Beyond Banners and Most Effectivej. walter thomson

GLOBAL CONGLOMERATE Nike teamed up with two creative groups - e-Crusade Marketing, an independent digital marketing consultancy company, and the Hong Kong office of international advertising agency J. Walter Thompson.

The firm e-Crusade created a blog site and a series of internet banners for Nike.

'We focused on the core message and the experience we wanted to deliver, rather than being intrusive with fancy execution,' said Endy Fung, the company's creative director.

'We believe good creative work often has a simple concept to deliver the message.'

The two winning banners were for the Nike Free campaign, and  the object was to introduce innovative footwear technology to the market while allowing consumers to 'experience' the product.

'I think the online creative ideas demonstrated a good use of the interactivity of the internet environment, while enabling consumers to truly engage in the product concept and experience it in a virtual sense,'  Mr Fung said.

The other two awards were for the Nike Basketball League 2005.

'Instead of ordinary personal blog pages, we built team blog pages, which gave the user a better sense of belonging and raised the motivation to get involved,' Mr Fung said.

'In the development process, we will take into consideration how the users will interact with the online environment and how we can stimulate their interest.

'It is user participation that really drives the success of the campaign.'

Nike's input has helped the company deliver internationally recognised work for several tears.

'Nike shares with us their marketing thinking and lets us know the key objectives they want to achieve,' Mr Fung said.

'It's this in-depth understanding that enables us to deliver ideas that are appropriate and effective.'

Florance Yip, marketing director, Nike HK, said: ' We  believe in treating our agency as a partner. Only when there is a positive vibe between both parties can the cultivation of great ideas take place.'

J. Walter Thompson won the most innovative award for Nike HK Improvisation Tape, an adhesive tape that allows users to transform an ordinary space into a football field.

'Innovation is the act of introducing something new,' said Yen Lee, account director, J. Walter Thompson.

'This adhesive tape is more than what it is. It can also create a form of interaction between Nike and its targeted customers. It is time to create a culture of improvisation. With this tape, young football fans are encouraged to use their creativity.'

The agency was not discouraged by the lack of gold awards this year. Instead, it views it as an opportunity for the whole industry.

'We think every agency will  put in more effort in the coming year, and set this as part of their goals for 2006,' Ms Lee said.



Nike scores with team marketing spirit