Nike Digital FUELBAND, 6 by R/GA New York

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Industry Sportswear, Athletic Footwear & Accessories
Media Digital, Interactive & Mobile
Market United States
Agency R/GA New York
Art Director Ray Sison
Released June 2012


Cannes Lions 2012
Mobile Lions Use of Innovative Technology for mobile Silver

Credits & Description

Type of entry: Creative Use Of Technology
Category: Use of Innovative Technology for mobile
Advertiser: NIKE
Product/Service: NIKE+ FUELBAND
Agency: R/GA New York, USA
Advertiser NIKE
Entrant R/GA New York, USA
Type of Entry: Creative Use Of Technology
Category: Use of Innovative Technology for mobile
Advertiser/Client: NIKE
Product/Service: NIKE+ FUELBAND
Entrant Company: R/GA New York, USA
DM/Advertising Agency: R/GA New York, USA
Senior Producer: Alan Donnelly (R/GA)
Executive Producer: Avery Holden (R/GA)
Creative Director (Visual Design): Cesar Marchetti (R/GA)
Technical Team Leader: Daniel Katz (R/GA)
Senior Visual Designer: Ellen Pai (R/Ga)
Technology Project Leader: Fernando Mazzon (R/GA)
Associate Creative Director (Interaction Design): Gaurabh Mathure (R/GA)
Senior Producer: Guy Helson (R/GA)
Vice President/Product Designer (Mobile/Social Platforms): Ian Spalter (R/GA)
Managing Director (Production): Jennifer Allen (R/GA)
Associate Creative Director (Copy): Keith Byrne (R/GA)
Creative Director (Digital Studio): Kirill Yeretsky (R/GA)
Quality Assurance Leader: Leslie Chong (R/GA)
Senior Producer: Michael Klimekewicz (R/GA)
Technology Team Lead/Solutions Architect: Niall Mccormack (R/GA)
Vice President (Technology/Strategy): Nick Coronges (R/GA)
Art Director: Ray Sison (R/GA)
Senior Software Engineer/Solutions Architect: Robert Carlsen (R/GA)
Senior Technical Director: Sune Kaae (R/GA)
Executive Creative Director (Interaction Design): Tara Greer (R/GA)
Brief Explanation
2 years ago, Nike came to us to realise an idea: a common, universal metric called Fuel for every active body out there, and a device that tracks all your daily activity. The FuelBand tracks your activity and converts it into your Fuel, so anyone who’s active can compare their activity with others, no matter who you are or what you do. They asked us to design the entire user experience.
We began by travelling around to world conducting ethnographic research to discover our audience and what it would take to motivate them.
To create a truly intuitive and seamless user experience, we ensured ease of use: 1 button lets you set your goal, and get from red to green. If you meet your goal, animations celebrate your performance. Hit a streak and Fuelie shows up to cheer you on. Data visualisations show where you were most active daily, weekly, monthly, and beyond. We created Bluetooth synch technology so when you finish your day, your Fuel is wireless synced to the platform. Integrating social and a daily leaderboard provides even more motivation. Nike Fuel is integrated with the 6m strong Nike+ community, so when you buy a FuelBand, you automatically become a member. When it came time to launch Nike FuelBand, we came up with a campaign that introduced it to the world: Counts. Now everything you do counts.
When the FuelBand became available online for pre-order, the demand was so high it sold out within minutes. Once the FuelBand was available at Niketown, customers lined up around the block before doors opened. Global demand continues to increase, with more people registering to be notified when the Fuelband is available in their market.