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

1. Case Study / Nike ®
Driving footfall to the Dubai Festival City Nike Store
Campaign Objectives
Nike wanted to encourage shoppers to visit their store in Dubai Festival City.
To reach a wide audience quickly, they chose Etisalat’s Optism-enabled mobile
marketing service. The permission-based service connects advertisers with
people who have opted in to receive messages.
Want expert help from the
Nike Store to take you run
to the next level?
1= Yes
2= No
Find the right Nike shoe for
your running style. Visit the
Nike Store, Dubai Festival
City, for free gait analysis.
Simply show this message
to our staff when you visit.
Find the right Nike shoe for
Campaign Results
All four campaigns achieved high response rates, with the two Arabic
campaigns achieving the highest response (16% for males and 20% for
females). Response rates for English men and women were also very good:
15% for males and 11% for females.
15% Of message recipients responded overall
Campaign Solution 20% Of Arabic speaking females responded
Given the popularity of Nike products,
the brand sent its message to all service Young People (under 18s and 18-24s) were
“
most responsive
participants. People were encouraged to
visit the store for a free gait analysis.
”
Etisalat’s permission-based mobile marketing service lets us take
Separate interactive rich dialogue campaigns
advantage of the latest technology to actively engage our
were sent in English and Arabic to male and
consumer target group interested in the latest Nike products at
female subscribers. Messages were sent out
just before a holiday weekend. Replying to our key retail destinations.
the messages is always free.
Manuel Meijer, Retail Brand Presentation Manager, Nike ME
To find out what Optism can do for advertisers and mobile operators, visit optism.com