Nike Digital, DM, Case study NIKE+ KINECT TRAINING by Akqa London

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NIKE+ KINECT TRAINING

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Industry Video Games/Consoles, Sportswear, Athletic Footwear & Accessories
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market United Kingdom
Agency Akqa London
Associate Creative Director Robert Thomsen, Alex Wills
Executive Creative Director Duan Evans
Art Director James Chorley
Designer Stephanie Lindgren, Ben Parisot
Released November 2012

Awards

Cannes Lions 2013
Direct Lions Best Use of Digital Direct Marketing; Other Digital Platforms Silver

Credits & Description

Type of entry: Best Use of Digital Direct Marketing
Category: Other Digital Platforms
Advertiser: NIKE
Product/Service: FITNESS TITLE FOR XBOX 360
Agency: AKQA London, UNITED KINGDOM
International Client Partner: Geoff Northcott (AKQA)
Senior Account Director: Brian Snyder (AKQA)
Executive Creative Director: Duan Evans (AKQA)
Associate Creative Director: Robert Thomsen (AKQA)
Senior Art Director: Xavier Jacob (AKQA)
Art Director: James Chorley (AKQA)
Senior Designer: Patrick Lendrum (AKQA)
Senior Copywriter: Hari Bajwa (AKQA)
Designer: Stephanie Lindgren (AKQA)
Game Designer: Ben Gonshaw (AKQA)
Senior Project Manager: Taraneh Khosrowshahi (AKQA)
Designer: Ben Parisot (AKQA)
Associate Creative Director: Alex Wills (AKQA)
Programme Director: Matt Lodder (AKQA)
Senior Creative: Matt Fox (AKQA)
Senior Creative: Mark Nicholson (AKQA)
Senior Strategic Planner: Nico Westerman (AKQA)
Senior Strategic Planner: Seb Kemmler (AKQA)
Planning Director: Dan Hill (AKQA)
Describe the brief from the client
Nike has access to cutting-edge facilities, unique insights into training and world-class trainers. The aim was to give everyone access to this exclusive experience, and create a new product from it.
Our strategy was to combine Nike’s expertise in motivation and sports science with the Kinect sensing technology to create a democratised service where everyone can receive the same top-tier training as elite athletes. The title drew users from the Xbox install base and inspired existing Nike+ members, giving them new ways to reach their fitness goals.
Creative Execution
Our mission was to create a truly authentic training experience, the closest thing possible to working out at Nike with their master trainers.
The title is packed with innovations such as live video training with friends and the 90 day reward schedule, which are based on insights gleaned from trainers in how to motivate and guide athletes.
This was then delivered through an experience that brings Nike to life. We crafted the environments down to the blades of grass and floorboards to feel authentic, and modelled the trainers’ movements and used their real voices and words of encouragement.
Creative Solution to the Brief/Objective.
Nike+ Kinect Training is designed to provide the world’s best personal trainer, in your home, for less than the cost of a single personal training session. Nike+ Kinect Training became the #1 selling Kinect title of holiday 2012, cementing it as the pinnacle fitness title on the world’s most successful console.
Results
Nike+ Kinect Training became the #1 selling Kinect title of holiday 2012.
On Amazon it maintains a rating of 4½ stars. Consumer reviews included quotes such as “I bought this game and cancelled my gym membership.”
“More immersive than any other fitness game.” ESPN
"Nike+ Kinect Training is as good as a real trainer and costs less than 1hr's lesson." Chris Anderson, Former Editor-in-chief of Wired Magazine
“Keeping fit has never been this cool or addictive.” Men’s Health
“The best exercise game yet.” Fast Company