Nike, Inc. (pronounced ‘nye-kee’) as we all know, is a major American supplier of athletic shoes, apparel and sports equipment. Do you also know that the company takes its name from Nike, the Greek goddess of victory?
Nike started its operation in 1972 with its marketing strategy being the most important component of the company’s success.
Nike is positioned as a premium-brand, selling well-designed and expensive products. Nike lures customers with a marketing strategy centering on a brand image which is attained by distinctive logo and the advertising slogan: “Just do it”.
In June of 2007, Nike decided to work with Nuffnang on its full-fledged ‘Jangan Togel’ campaign. Nike’s main objective was to instill the feeling of nostalgia amongst fellow Malaysians who have (or have not) gone through their old football days.
Many bloggers were dumbfounded when asked what Jangan Togel means. After a visit to the official Nike website, the phrase apparently means the team that concedes first must play the rest of the game ‘togel’, without their shirts.
In fact, this campaign was so successful that many, many bloggers voluntarily wrote about ‘Jangan Togel’ and the nostalgic feeling that came along with the phrase.
Just Another Pair Of Shoes…
A few bloggers who talked about Nike’s campaign are:
Kimberlycun from kimberlycun.com, who said:
“I’m glad that Nike has picked up this local football ritual. Otherwise I would still be residing in the dark. The site is downright impressive! There are videos for you to watch to understand more about “Jangan Togel”, music and wallpaper downloads. The comic like graphics are really cool, I hope it’s done by a local artist”
And KY from kyspeaks.com who said:
“On a related note, Nike Football has set up the interesting Jangan Togel site that is dedicated to street football (not exactly futsal, but close enough). The flashy site spots a comic like design, with some wallpaper, music, and videos free for view or download. Incidentally, this is also one of the websites that utilizes flash in a non-annoying way that is actually interactive and interesting.
I can’t wait for the short films to be on, check out the site for yourself.”
The many others who also talked about Nike’s Jangan Togel are Shaolin Tiger, Xes, Timothy, Thammic, Conancat, Boon, Daniel and Rojaks.
Nike today remain to be one of Malaysia’s (and the world’s) most recognizable brand.