Together with Nike’s local creative agency, we developed a programming concept, “3 guys and 1,700 girls” which consisted of three five-minute episodes on ZTV featuring three guys trying to infiltrate the Nike Women event in women’s attire. Their realisation of how hard women work out was central and the event pay-off “Move your mind” was something that these guys really had to experience in order to put themselves in women’s shoes.

The campaign had fantastic programme and trailer ratings, with 15% and 50% higher viewing than normal on ZTV respectively, reaching more than 700,000 women 3.2 times on average and attaining 1.6 million impacts. For a very limited budget, we managed to achieve an amazing media and PR value that surpassed the media budget by 349%.