Case Study / Nike®

Driving footfall to the Dubai Festival City Nike Store

Campaign ObjectivesNike wanted to encourage shoppers to visit their store in Dubai Festival City.To reach a wide audience quickly, they chose Etisalat’s Optism-enabled mobilemarketing service. The permission-based service connects advertisers withpeople who have opted in to receive messages.

Campaign ResultsAll four campaigns achieved high response rates, with the two Arabiccampaigns achieving the highest response (16% for males and 20% forfemales). Response rates for English men and women were also very good:15% for males and 11% for females.

Campaign SolutionGiven the popularity of Nike products,the brand sent its message to all serviceparticipants. People were encouraged tovisit the store for a free gait analysis.

Separate interactive rich dialogue campaignswere sent in English and Arabic to male andfemale subscribers. Messages were sent outjust before a holiday weekend. Replying tothe messages is always free.

15%20%Young

Of message recipients responded overall

Of Arabic speaking females responded

People (under 18s and 18-24s) weremost responsive

Etisalat’s permission-based mobile marketing service lets us takeadvantage of the latest technology to actively engage ourconsumer target group interested in the latest Nike products atour key retail destinations.

Manuel Meijer, Retail Brand Presentation Manager, Nike ME ”“To find out what Optism can do for advertisers and mobile operators, visit optism.com

Want expert help from theNike Store to take you runto the next level?

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Find the right Nike shoe for

Find the right Nike shoe foryour running style. Visit theNike Store, Dubai FestivalCity, for free gait analysis.Simply show this messageto our staff when you visit.