‘Nothing beats a Londoner’

Just over a week since Nike released their highly successful ‘Nothing beats a Londoner’ advert, Trinity asks, What made this campaign so successful?

Just over a week since Nike released their highly successful ‘Nothing beats a Londoner’ advert, Trinity asks, What made this campaign so successful?

In an attempt to reconnect itself with the younger generation, Nike’s ‘Nothing beats a Londoner’ campaign goes above and beyond in exhibiting London’s youth lifestyle, training and pursuing of their passions. Nike convey the advert’s theme of diversity and celebration through a huge roster of popular musicians, athletes and personalities lead by the younger generation of aspiring athletes.

Skepta, a well known face in the UK Grime scene, sets the scene as he walks into a corner shop in a London suburb, before we zip through the city bumping into popular faces such as Giggs, Rio Ferdinand, Garreth Southgate, Dave, JHus, Jorja Smith and more. Tapping into popular youth culture, Nike talks to its audience through local public figures, role models with a face and a voice in which they recognise.

Shooting locations for ‘Nothing Beats a Londoner’ take a diversion from the usual hot spots. London is well known for the Big Bens and the Covent Gardens. Looking to document a lesser shown side of London, Nike focused on Brixton, Peckham and Dalston as its primary locations, making it more relatable to their audiences.

 

Choosing to release the advert through youtube, Nike made a conscious decision that the social media platform would be the most accessible place for their video, showing further their understanding of their target audience. In addiction to this, Nike’s chosen cameos each posted either a photo or a short video on their personal Social Media accounts directing their followers to the youtube video. Harnessing the popularity of the chosen personalities, Nike amplifies the range of its audience dramatically.

These marketing techniques combined with a huge cast and detailed thought process have enabled Nike to produce a marketing campaign that successfully went viral leading to over 4,000,000 views in just over a week. Clearly, nothing beats a Londoner!

Check out the video below.