This is an imaginative campaign to generate retail traffic, to publicise and generate sales for the new Nike Football collection, to build a database and strengthen Nike’s position in the football world.The initial problem to be solved was a big challenge: the target market, football-crazy kids aged 12 to 18 could not be legally contacted with unsolicited mail.Through smart sourcing - including names gathered through a mini 'Scout' website - a permission-based list was created. The Opt-in group was sent the mailshot. Other lists known to have target household members (Consodata and Claritas) got the same package with one difference, a note on the envelope to circumvent the legal issue, 'I’m sorry but this letter is not for you. It’s for your son'. Other lists used a children’s TV channel and the Scorpion KO (an event organised by the brand). The meticulously crafted campaign is built around the enigmatic 'Scout'.

The letter introduced an imposing figure looking for football recruits. An offer to become eligible for a super-training session with players in the Spanish league was the driving incentive to respond. The Scout’s tough talk, underscored with red marker, requires strict adherence to the rules. The first rule instructs the boys to return their recruitment file to the nearest Nike Store within three days. This file compiles data from the boys in a particular way, for instance 'What’s your telephone number, the one paid by your parents'.The second is to buy any product listed in the 'Book of Ten Requirements', the sleek, shiny Nike catalogue enclosed. After all, the recruit has to be a team player … able to lift 196g and be obsessed with gear (kit). The catalogue included the Scout’s business card with his email address. If the recruit wrote to him, the Scout answered by email in his usual style. The final component is the instore drop-off box, featuring of course, the Scout.

Investment: €210,000Number of mailings sent: Total of 114,613 which is broken down into:• 3,383 captured online• 16,875 from the Scorpion KO• 62,121 from the children’s TV club• 32,234 from Consodata y Claritas (Database of behaviour in the home)Retention: 8.48% of the total broken down as follows:• 9.75% online• 20.38% Scorpion KO• 7.05% children’s TV club • 4.87% Consodata y ClaritasConversion 6.36% Cost per mailing: €1.83Cost per reply: €21.6Cost per client: €28.8Note: This campaign resulted in an increase of 31% in sales with respect to the same period in the previous year, and a 14% increase with respect to this year’s forecast.