Nike Promo, Case study RUN FWD: by Daiko Tokyo, Wieden + Kennedy Tokyo

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RUN FWD:

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Industry Sportswear, Athletic Footwear & Accessories, Mobile applications
Media Promo & PR, Case study
Market Japan
Agency Daiko Tokyo
Designer Marek Okon
Agency Wieden + Kennedy Tokyo
Executive Creative Director Frank Hahn, Naoki Ito
Art Director Naoki Ga
Account Supervisor Kohei Adachi
Released December 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: NIKE
Product/Service: IPHONE APP
Agency: WIEDEN+KENNEDY TOKYO
Agency: DAIKO ADVERTISING
Date of First Appearance: Dec 16 2010
Entrant Company: WIEDEN+KENNEDY TOKYO, JAPAN
Executive Creative Director: Frank Hahn (Wieden+Kennedy)
Executive Creative Director: Naoki Ito
Director/Editor/Animator: Genki Ito (Wieden+Kennedy)
Art Director: Naoki Ga (Wieden+Kennedy)
Copy Writer: Hiroshi Kuyama (Wieden+Kennedy)
Copy Writer: Andrew Miller (Wieden+Kennedy)
Interactive Copywriter: Takayuki Rokutan (Wieden+Kennedy)
Designer: Marek Okon (Wieden+Kennedy)
Account Supervisor: Kohei Adachi (Wieden+Kennedy)
Music: toe
Media placement: Website - Web Site (Nike.com) - 2010/12/16

Insights, Strategy & the Idea
Challenge: Running is the core of Nike. And yet it was nowhere in Japan.
The Brief: Introduce the new GPS function on Nike+ and inspire people in Japan to run.
The Idea: Inspired by the Hakone Ekiden, the most traditional and prestigious university marathon relay in Japan, we developed a Nike Running online-offline campaign where people register on nikeplus.com, run a minimum of 3km and then assign a new runner to take on the digital sash, the so called tasuki - the symbol of the Hakone relay.

Creative Execution
To join the competition, each runner had to use their Nike+ account and run at least 3km. The Nike RUN FWD website collected the results and displayed the GPS tracked runs using Google maps. The site let users broadcast their runs to their social networks and create more awareness for the campaign. To recruit the next participant a customized invitation video with the next runner’s name was auto-generated and automatically sent to the runners e-mail address. We amplified this pressure to run even more by letting runners send reminder emails and tweets to their friends through the campaign site.

Results and Effectiveness
At the end of January 2010, 1300 teams with more than 3400 runners had joined NIKE RUN FWD.