AFTER 3 YEARS OF SILENCE AND JUST BEFORE HIS SECOND ALBUM RELEASE, WE CRAFTED A MADE TO MEASURE JOURNEY WITH JOKE, THE MOST DISTINGUISHED AND AVANT-GARDIST ARTIST FROM THE RAP SCENE TO DRIVE OUR BRAND INNOVATION STATEMENT.
THROUGH A 360 DEGREE ACTIVATION, JOKE AND VAPORMAX WERE ASSOCIATED IN A PARTNERED OFFENSE TO AMPLIFY THE IMPACT TOWARD OUR CONSUMERS.
WE INTEGRATED THE VAPORMAX AT THE CENTER OF HIS FIRST BRAND NEW VIDEO CLIP "VISION"
WE HAVE ELECTRIFY OUR MOST IMPORTANT NSW DTC DESTINATION CITADIUM THROUGH AN EXCLUSIVE JOKE x VAPORMAX EXPERIENCE. WE GAVE THE OPPORTUNITY TO OUR CONSUMERS TO LISTEN IN COMPLETE EXCLUSIVITY JOKE SONG “VISION” AND STRIKE A REVOLUTIONAIR ATTITUDE WITHIN JOKE’S VIDEO CLIP ENVIRONMENT AND LEAVE WITH A PERSONALIZED DIGITAL TAKE-AWAY.
MORE THAN 200 VIDEOS WERE TAKEN & SHARED ON SOCIAL MEDIA
THE CLIP REACHED AN AUDIENCE OF 2M PEOPLE IN LESS THAN 2 WEEKS AND WAS RANKED TRENDING TOPIC NUMBER 1 ON YOUTUBE
THEN WE SET UP A STRONG DIGITAL OFFENSIVE
BY SENDING OUT A NEWSLETTER TO MORE THAN 900K SUBSCRIBERS
AND BY ENERGIZING NIKE.COM HOMEPAGE WITH A FOCUS ON JOKE :
WE REACHED ANOTHER 1,6M PEOPLE
JOKE ALSO SHARED HIS CLIP ON HIS OWN SOCIAL CHANNELS :
JOKE x VAPORMAX CREATED AN UNANIMOUS ENTHUSIASM FROM OUR CONSUMERS
JOKE’S JOURNEY ENDED IN THE MOST POWERFUL WAY, WITH HIS CLIP AND HIS SOUNDTRACK BEING PART OF BEAUBOURG PROJECTION
Credits:
NIKE FRANCE