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NIKE ACG
If Nike was a client like the others, with the same problems, it would have used an agency like the others, to produce the same old stuff.
What is Nike ACG? (anyone out there know?). It’s Nike’s outdoor brand? (Oh…) As usual they want to lead the way and become the sector’s benchmark brand.
And what did Duke do? A site with products on it? Yes, but of course a bit more than that: we understood that the outdoor sector is above all a state of mind, a way of life, and a potentially unifying concept for everyone who likes sliding sports and extreme sensations. In other words, while these people do buy products (the site is made for that too) and use them, that’s not what interests them the most.
Duke searched these outdoor fanatics’ vocabulary to find the name: Sweet Spots. If you asked this audience (which we did), you’d find out that it means something special to them… it’s a code word for a perfect moment and place, where physical effort and talent blend together in an ideal state, with all the necessary conditions for maximum sensations. And that’s what you see on the site: places and moments on earth that you can explore in detail, and areas where visitors can vote on them or suggest their own Sweet Spots, and challenge others to go even further. And since it’s completely immersive (that’s jargon to say you get totally into it), it really seems like you’re there: everything’s in video, full flash (that’s tech-speak), with every possible detail about the athletes, the sites… and their equipment (well yes, it is a Nike ACG site after all).
In short, both Duke and Nike loved it. And the audience does too: 200,000 visitors (4x more vs the site’s former version); a 25% rate of return visits (apparently that’s really, really good…); and 400 applications posted for the Sweet Spots title. And if you really want to be totally convinced, look at the number of awards this site won – definite proof that professionals are also fans (look to the right in “awards”). Doesn’t leave much room for doubt, does it?
And what did Duke do? A site with products on it? Yes, but of course a bit more than that: we understood that the outdoor sector is above all a state of mind, a way of life, and a potentially unifying concept for everyone who likes sliding sports and extreme sensations. In other words, while these people do buy products (the site is made for that too) and use them, that’s not what interests them the most.
Duke searched these outdoor fanatics’ vocabulary to find the name: Sweet Spots. If you asked this audience (which we did), you’d find out that it means something special to them… it’s a code word for a perfect moment and place, where physical effort and talent blend together in an ideal state, with all the necessary conditions for maximum sensations. And that’s what you see on the site: places and moments on earth that you can explore in detail, and areas where visitors can vote on them or suggest their own Sweet Spots, and challenge others to go even further. And since it’s completely immersive (that’s jargon to say you get totally into it), it really seems like you’re there: everything’s in video, full flash (that’s tech-speak), with every possible detail about the athletes, the sites… and their equipment (well yes, it is a Nike ACG site after all).
In short, both Duke and Nike loved it. And the audience does too: 200,000 visitors (4x more vs the site’s former version); a 25% rate of return visits (apparently that’s really, really good…); and 400 applications posted for the Sweet Spots title. And if you really want to be totally convinced, look at the number of awards this site won – definite proof that professionals are also fans (look to the right in “awards”). Doesn’t leave much room for doubt, does it?