Nike crée la République Populaire de Corinthians

Dans le cadre du centenaire des Corinthians de Sao Paulo, Nike est allé beaucoup plus loin que le simple feu d’artifice ou vidéo virale…

La marque est partie du constat qu’avec 30 millions de fans, les Corinthians forment une communauté plus nombreuse que certains pays (les Corinthians seraient le 29ème pays par taille). L’agence de Nike au Brésil, F/Nazca Saatchi & Saatchi, a décidé de mettre en avant cette union sacrée entre un peuple et un club et a donc créé pour les 100 ans des Corinthians, la République Populaire de Corinthians, poussant encore plus loin le sentiment d’appartenance et la conscience collective des supporters.

Pour unifier le peuple, Nike Brésil a vu les choses en grand avec au programme, l’élaboration d’une législation (une « Magna Carta » insérée dans la majorité des journaux brésiliens), d’une carte d’identité (1 million d’impressions le premier mois suite aux commandes sur internet), d’un certificat de naissance, d’un passeport (où les tampons correspondent aux passages au stade), d’une lettre d’amnistie (pour intégrer les fans d’autres équipes dans le pays).

Mais aussi la création d’un drapeau (l’un des plus grand du monde, déployé pendant chaque match), mais d’une ambassade (un camion se déplaçant dans tout le Brésil pour prêcher la bonne parole) et même d’une monnaie frappée des visages des joueurs emblématiques du club (pour obtenir des réductions sur les produits du club). Et pour appuyer la légitimité de la République, il lui fallait un président et qui d’autre que Lula, l’ancien président de la République Fédérative du Brésil, pour devenir le 1er Président de la République Populaire de Corinthians.

Au final, le succès fut au rendez-vous pour Nike Brésil puisque les retombées média furent colossales (évaluées à 7.8M de dollars). La marque se pose même la question de dupliquer ce dispositif à d’autres clubs dans le monde. On pense directement à Manchester United ou au PSG par exemple, le Barça, de par son existence et son lien extrêmement fort avec la Catalogne, ne serait pas forcément le meilleur club à sélectionner.

Avec ce dispositif, Nike démontre sa compréhension des différents niveaux de supporterisme et de l’importance de récompenser les supporters les plus réguliers car ce sont eux qui font réellement vivre le club, en montrant leur affiliation nuit et jour, 7 jours/7, 365 jours/an, et ce sont eux qui feront parler du club. La marque, elle, délivre sans doute un chef d’oeuvre en terme d’activation, de community management et de marketing sportif.

130 Commentaires

  1. Initiative très intéressante de la part de Nike et F/Nazca Saatchi & Saatchi.
    Elle permet à Nike de se positionner dans la vie des fans de façon originale, sans que ces derniers perçoivent la marque comme envahissante.
    Racing Club Avellanda a également mis en place le système de carte d’identité (mais sans l’aide d’agence, et sans sponsor) fin 2010. Dans le but de recenser tout les « racinguistas oficiales ».

  2. Les retours sont impressionants: 7,8 Millions de dollars de couverture médiatique et un CRM de 1,2 Millions de mails de fans..

  3. Le dispositif est en effet très impressionnant. Mais il ne faut pas oublier le poids de clubs comme le Corinthians au Brésil, et le niveau d’attachement des supporters à leur club dans ce pays. Un vieux proverbe veut que la seleçao soit appelée là-bas « la patrie sur des crampons ». Et on parle très souvent de « nation » pour caractériser la « torcida » (ensemble des supporters) d’un club. D’ailleurs il suffit de lire le texte du drapeau géant ci-dessus pour comprendre la portée d’un tel attachement : « Une nation avec plus de 30 millions de fous ».

  4. Une opé monstrueuse. C’est vraiment impressionnant, à l’image de la ferveur populaire autour du foot en Amérique du Sud. Ça promet pour la Coupe du Monde 2014

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