Create a unique, emotive brand seeding experience to celebrate the relaunch of Nike’s Concord Jordan 11s
An interactive, innovative and unforgettable event that boosted engagement around the product: The Grail Tour.
Long Story Short
When Nike asked us to help them celebrate the return of their iconic Concord Jordan 11s, we knew we needed to think outside the box.
But with a tight turnaround, a fixed budget and a need for an agile, easily transportable design, it was one of our biggest – and most complex – projects with the Nike Neighbourhood Team so far.
In this case, a typical launch event and a simple giveaway wouldn’t cut it. Instead, we took Nike’s guests on a journey into the inspiration behind the Concord Jordan design through a unique exhibition-style experience – celebrating the product through storytelling, digital content, merchandise and limited-edition collectors products on display.
The installation culminated in an interactive event where each guest was given the key to their own personalised locker. Inside, handpicked personalised gifts waited behind tissue-paper barriers to create further anticipation, building up energy and excitement for that extra instagrammable moment of surprise.
The result? Impressed influencers, a strong social-media hype, an authentic brand activation, and high volumes of attention around the release of the Concord Jordan 11s.
The Finer Details
At O12, we know that a successful product launch needs to be three things: exciting, memorable, and true to the brand.
That’s why when Nike asked us to help celebrate the return of their iconic Concord Jordan 11s, we knew we needed to think outside the box.
With a fixed budget, a tight two-week turnaround and a requirement for the whole exhibition to be easily packed up and moved from Paris to London, it was one of the biggest projects we’ve worked on with the Nike Neighbourhood Team so far.
It had to be portable. It had to work with the environments in both the Paris and London SNS stores. And it had to go beyond the usual product-launch experience, giving guests a truly unique, one-of-a-kind interaction to remember.
So that’s just what we delivered.
As part of a unique exhibition-style experience, we took Nike’s selected influencers on a journey into the inspiration behind the Concord Jordan design – celebrating the product through storytelling, digital content, merchandise and limited-edition collectors products on display. Across the space, the simple statement design of the shoe was echoed in subtle illuminations and hints of purple. And to really strengthen the connection between the brand and the consumers, each guest was given a personalised gift box and a key to their own personalised locker within the exhibition. Inside these lockers, tissue-paper barriers created further anticipation, building up energy and excitement for that extra instagrammable moment of surprise.
The result? A powerful pre-seed event that did just what it was supposed to do. As impressed influencers spread the word across social media platforms, the product launch quickly gained global attention, while the creative execution of the installation set the tone for the Grail Tour’s entire campaign from Paris to London.