品NIKE-- Hockey is Ours Campaign (為球迷發聲)

Background (內容摘要)：
一年一度的冰上曲棍球聯賽 由於球員與球團之間的利益衝突被迫停賽
身為贊助商NIKE 面臨曝光的損失 沒有選擇放棄或吵鬧 反而策略性的拍了一段短片 替球員與球迷說話 用機智博取球迷的品牌向心力

Concept(傳播概念): 
Stand at consumer's side. Speak for consumers.
為球迷發聲 表達不滿

Idea(策略想法): 
Empasizing that the game does not belong to NHL or any powerhouse players. It belongs to every players and Hockey Fans
"Hockey is Ours!"
強調曲棍球是屬於大家的 不是讓財團用來取得利益的

Tools(執行工具):
Having Kids/communities/players to speak up their mind. 
Posting on youtube and have PR to talk about the story itself
請球迷與球員說出心聲 運用Youtube和公關議題炒作

In Short: 
Sometimes advertising doesn't need to be fancy, it just needs to stand at people's side and speak for them. One more great campaign from NIKE. 


Results (成效)：
上線不到一個月達到 73萬影片瀏覽人次

Video:
Hockey is Ours-- NIKE

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Source: Brand Channel