NIKE TRUE CITY, 3 by Akqa London for Nike

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NIKE TRUE CITY, 3

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Market United Kingdom
Agency Akqa London
Associate Creative Director Matt Irwin
Creative Director Masaya Nakade
Released January 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: NIKE
Product/Service: NIKE TRUE CITY IPHONE APPLICATION
Agency: AKQA
Date of First Appearance: Jan 14 2010 12:00AM
Entrant Company: AKQA, London, UNITED KINGDOM
Entry URL: http://awards.akqa.com/awards2010/CannesLions/NikeTrueCityAwards3/default.html
Creative Director: Masaya Nakade (AKQA)
Associate Creative Director: Matt Irwin (AKQA)
Account Manager: Simon Stocks (AKQA)
Senior Designer: Nick Bastian (AKQA)
Group Creative Director: Duan Evans (AKQA)
Group Account Director: Geoff Northcott (AKQA)
Account Director: Jo Holdsworth (AKQA)
Senior Software Engineer: Fabio Romano (AKQA)
iPhone Developer: Nick Lockwood (AKQA)
Film Associate Creative Director: Alex Wills (AKQA)
Associate Post Production Assistant: Andy Briscoe (AKQA)
User Experience Architect: Joe Rattigan (AKQA)
Technical Test Architect: Vince Ryan (AKQA)
Chief Creative Officer: Daniel Bonner (AKQA)
Senior Designer: Hugo Gomes (AKQA)
Senior Designer: Stefan Kostov (AKQA)
Senior Strategist: Jonathan Hum (AKQA)
Media placement: IPhone Application - IPhone Application - 14 Jan 2010
Media placement: Viral Film - 2 Spots - Vice.com, Highsnobiety.com, Sneakerfreaker.com, SlamXhype.com, Hypebeast.com, - 14 Jan 2010
Media placement: Website - Www.nikeSportswear.com - 14 Jan 2010
Media placement: Online Facebook Application - Www.Facebook.com/nikesportswear - 14 Jan 2010
Media placement: 4-Sided Flipbook - Vice Magazine Distributors, Pinnacle Nike Sportswear Retailers - 21 Jan 2010
Media placement: Store Front Stickers - Vice Magazine Distributors, Pinnacle Nike Sportswear Retailers - 21 Jan 2010
Media placement: Promotional Stickers - Vice Magazine Distributors, Pinnacle Nike Sportswear Retailers - 21 Jan 2010
Media placement: Branded Box Dispensers - Vice Magazine Distributors, Pinnacle Nike Sportswear Retailers - 21 Jan 2010
Describe the brief/objective of the direct campaign.
In the summer of 2009, Nike launched the iAM1 campaign in support of the re-release of the classic AM1 trainer and updated AM1 shoes.In the spirit of the original AM1 design inspiration, Nike asked the agency to devise a digital enablement piece that would allow fans to reveal their cities by sharing their own extraordinary journeys for others to discover.Objectives- Establish an innovative Nike digital presence in the 6 strategic energy capitals in Europe.- Create a digital platform to unify and inspire the growing Nike communityTarget audienceStyle-savvy athletes. Young, active, achievers, aged 17-24.
Explain why the creative execution was relevant to the product or service.
The concept for Nike True City has remained consistent. Rather than a guidebook for visitors, the app delivers a powerful combination of premium, geo-tagged content. Users get an alternative taste of their city - updated in real time by real people - and become inspired to start tagging and broadcasting their own view of the city on the fly.It’s a powerful two-way partnership between the brand and its audience. Nike True City aims to inspire influencers and Nike-lovers to share their true experiences of living in some of the world’s most amazing places.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The original pitch focused on one primary mantra: ‘Through the eyes of revolutionary people, we will make the hidden visible.’ We asserted that every city has its secrets, but few people have the key to unlock them – unlock the places, the art and technology, the living, beating heart of the real city. The Nike True City app, with its unique combination of ‘Insider’ content, community contributions and advance access to the most exclusive Nike products more than opens the door to the city: it lets users dive in with all five senses.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
One month in:- Over 1.3 million search results for ‘Nike True City’ in Google - Features in the Independent newspaper, Campaign and Revolution magazine- Over 140,000 downloads - Over 10,000 downloads on first day of iTunes Store feature- Number 1 iTunes rankings across Europe- 1,500 content submissions from users and counting…