Case Study: SapientNitro and Foot Locker shake up art world with The World's Richest Colouring Competition awarding first prize winner $50,001
CASE STUDY: Leading retailer, Foot Locker Asia Pacific, via agency SapientNitro Brisbane, has shaken up the art world through a unique collaboration that saw a new Sneaker Art Prize trump one of Australasia's most prestigious art prizes, The Archibald Prize, by one dollar.
Launched in April, the inaugural Foot Locker Art Prize: The World's Richest Colouring Competition brought together a host of world-renowned brands in celebration of Sneaker Art via an integrated campaign spanning creative, public relations and social media, SEO/SEM, online advertising, digital engagement, direct-to-consumer activations and point-of-sale.
Culminating
in an exhibition at the prestigious Art Gallery of NSW on July 28, the
$50,001 Foot Locker Art Prize was awarded to Brisbane artist, Kalin
Thompson (left) by Foot Locker managing director, Phill Laing, who
announced Kalin by unveiling a bespoke pair of Nike Air Force 1 sneakers
that had been created specially by sneaker customiser, Sekure D as part
of his first prize win.
Also joining Foot Locker in its quest to drive awareness of the Sneaker Art movement was a raft of renowned competition judges, including UK Artist, Dave White, Sneaker Freaker magazine editor, Simon 'Woody' Wood and Australian art critic, Andrew Frost who were integral in ensuring Sneaker Art's legitimacy was stamped on the Art community.
In its first year, The Foot Locker Art Prize generated;
· 6,177 entries
· 128,970 unique visitors
· 6.4 million page views
· PR reach of over 348 million people
· 11,906 YouTube views
· 91.5% increase of Facebook Fans
On the success of the Art Prize, Phill Laing said; "At Foot Locker we
believe sneakers aren't just something you wear, they're part of your
life. Most of the time retailers do things that are the same old, same
old - so we met with our great friends at SapientNitro and said let's do
something completely different. And we feel we did just that, and
more.
The key driver in the success of this initiative however was the
collaboration of our agency partners - SapientNitro, DEC PR,
WeAreDigital and Starcom - who brought the campaign to life through
seamless communication, ultimately ensuring once and for all that the
art community cannot and will not forget Sneaker Art."
Foot Locker Asia Pacific, including Jessica Spee (marketing director),
Sarah Hayward (brand manager) and Di Stirling (marketing consultant)
worked collaboratively with creative agency, SapientNitro, public
relations agency DEC Public Relations, digital agency WeAreDigital and
media buying agency, Starcom.
Also joining Foot Locker in its quest to drive awareness of the Sneaker Art movement was a raft of renowned competition judges, including UK Artist, Dave White, Sneaker Freaker magazine editor, Simon 'Woody' Wood and Australian art critic, Andrew Frost who were integral in ensuring Sneaker Art's legitimacy was stamped on the Art community.
In its first year, The Foot Locker Art Prize generated;
· 6,177 entries
· 128,970 unique visitors
· 6.4 million page views
· PR reach of over 348 million people
· 11,906 YouTube views
· 91.5% increase of Facebook Fans
On the success of the Art Prize, Phill Laing said; "At Foot Locker we
believe sneakers aren't just something you wear, they're part of your
life. Most of the time retailers do things that are the same old, same
old - so we met with our great friends at SapientNitro and said let's do
something completely different. And we feel we did just that, and
more. The key driver in the success of this initiative however was the
collaboration of our agency partners - SapientNitro, DEC PR,
WeAreDigital and Starcom - who brought the campaign to life through
seamless communication, ultimately ensuring once and for all that the
art community cannot and will not forget Sneaker Art."Foot Locker Asia Pacific, including Jessica Spee (marketing director),
Sarah Hayward (brand manager) and Di Stirling (marketing consultant)
worked collaboratively with creative agency, SapientNitro, public
relations agency DEC Public Relations, digital agency WeAreDigital and
media buying agency, Starcom.
The art of the hype video. Lots of big numbers and lots of quick cuts set to a funky soundtrack. You win.
I don't give a shit about statistics. It's a rad idea.
PR reach of 348 million? Just having a website gives you PR reach of 1.5 billion.
Do these guys have any other ideas than different versions of 'The World's Best Job'?? Fer f@ck's sake!
It can't work forever, chaps - try some second, or third thoughts for a change.....
@AdHistorian how is this the same idea??
You're not really an advertising historian are you. You're an advertising douchebag.
Those numbers aren't that impressive on a world scale, cool idea though!
Hi Yip. The campaign only ran in Australia and New Zealand. It's tough for Aussie campaigns to compete with numbers from China, India, USA etc.
Yeah, don't I know it... unfortunately when you're up against those countries in awards shows, it'll look even smaller. Maybe best left out. The idea's good enough without the stats.
This doesn't make me like the brand any more or less.
I'll still go to Athletes Foot for shoes.
Did the client sell more sneakers as a result of this campaign?
Was the concept a response to solving a business problem?
Or was the concept designed by creatives to maintain agency profile and 'best job' hype?
Please!
Great idea guys - congrats
Hopefully with the prize money, this guy can buy some hats that stay on straight.
Dubious,
I think you'll find the region's Foot Locker CEO praised the idea and brand strategy during his interview. Is this a prewritten post you like to use whenever you see something different, or have you got a gripe?
This is a stunning idea.