Situation:

Beijing is a city with rich cultural heritage and ever-growing global influence. For people in Beijing, pride comes too easy. Before, city pride was rooted in the struggles that this great city had to overcome to establish itself. But nowadays, that pride is adopted unconditionally, passed down from generation to generation. Some of the young generation in Beijing have a certain self-satisfaction that causes them losing the motivation to push and prove themselves.

Brief:

Nike wants to use the power of sports to trigger a city-wide movement to redefine, reestablish what Beijing pride ought to be, therefore elevating and energizing this pride to a level like we’ve never seen before.

Objective:

Celebrate Beijing the city and Inspire Beijing athletes to go even further and achieve more.

Budget:

1.4M USD

Project Scale & Volume:

A multi-sport city wide campaign with executions including films, OOH, 99 jerseys and live events?

A multi-sport campaign telling everyone to Believe a Beijinger - encouraging athletes to back up their talk in film, OOH and a four week basketball tournament, The Beijing 99.

Through our big idea, "Believe a Beijinger", the Beijing City Attack campaign aimed to inspire athletes in Beijing to raise their game by making their brag come true through sport. This message played on the cultural stereotype that people in Beijing are big talkers, but sometimes don't back it up.

In addition to a series of inspiring films that brought this message to life, we believed that an activation for the athletes was crucial to letting our campaign reach its full expression. We needed to empower and enable the athletes, in addition to encouraging them.

A film and OOH promoted the jerseys and the Beijing99 event -- a four-weekend long tournament throughout April where thousands of players play to be among the best 99.

The jerseys, tournament and OOH are a celebration of Beijing basketball drawing from both the city’s long, proud history and its love of basketball.

129 million vignette views, 311 million OOH impact, 67 million impressions, 5.5 million clicks, and 336,000 Beijing 99 finale views.

Since this hyperlocal “Believe a Beijinger” campaign launched, it soon created huge buzz across the internet. The campaign was a great success in terms of celebrating the local culture,, which resonated folks in beijing like never before. The tagline, the films, the jerseys, the tournament, the attitude, and the nuanced humor...beijingers loved them all. And fans were trying to buy and sell the jerseys on the black market.

According to Nike, the love of the brand in the city has been regained and they observed significant increase in sales during and after the campaign period.