- Nike opened a new store in Neukölln, one of the most difficult neighborhoods in Berlin, and for its campaign it chose teenagers from the area
- Neukölln is also one of the neighborhoods with one of the highest rates of unemployment and crime
- This is the first episode of a series of spots that will deal with the same theme
Nike has just opened a new store in Neukölln, one of the most complicated and misunderstood neighborhoods in Berlin, Germany, and for its campaign it chose a group of teenagers from the community.
On this occasion, the popcorn brand is working on a marketing strategy that follows what it has done in recent years, choosing people of all kinds for its advertising campaigns.
It seems that those commercial advertisements where we saw personalities, practically unattainable, who did not reflect the profile of society for the most part, which even generated little empathy between the consumer and the brand, have been far behind.
Now, times have changed in many ways: what was once part of the establishment is now in the past and is in fact somewhat obsolete. Today, however, they have been working on other types of strategies, more aimed at creating a real empathy with users.
Nike, in that sense, is understanding this idea and, for some time, has begun to develop more inclusive campaigns, aimed at all types of public. This is the case of his most recent ad with which he presents his new store in Berlin.
The campaign tries to implement a new narrative of one of the most complicated and complex neighborhoods in the city of Berlin, Neukölln, which is where Nike has a new store, being a key point due to the extensive urbanization of the area.
Neukölln is also a multicultural site, where the immigrant community represents an indispensable part of the area. It is also one of the neighborhoods with one of the highest rates of unemployment and crime.
That stigma, which has been enhanced by the various headlines in the media and social networks, is what Nike is trying to change with its ad called “Die Hitze von Neukölln” (something like “The heat of Neukölln”, translated to Spanish), which is carried out by part of that sector that has been labeled as “dangerous”.
However, more than just young residents of the neighborhood, these are people who have worked to exalt and give another color to the community. For this, the brand has prepared more than one spot or advertisement, of which it has already presented the first episode.
It stars Ali, an 18-year-old soccer player, referee and coach, whose mission is to keep children off the streets and entertain them with this sport, so that they do not become the future criminals of the region.
This campaign, of course, has been launched on social networks to have a greater reach, taking into account that, at present, these media are the most used by the new generations, who are aware of all the trends.
According to information from Nike, published on AdWeek, the decision to include neighborhood youth instead of other personalities corresponds to the objective of creating empathy with consumers.
“Nike Berlin wanted to create something that showed they ‘understood’ what Neukölln is all about. Not for gentrifiers, but for children born and raised here. We wanted to show the children that they were changing their Neukölln narrative in their own way, ”said Amaratunga Hitchcock, co-founder of Soursop.
This new announcement endorses the trend of brands by showing content more related to reality, which is why its protagonists are young people who day by day experience the complexities of the community.
It is true, it is a marketing strategy, after all; The idea is, mainly, to generate more income and on that different strategies are drawn to reach the consumer.
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