Nike Promo, Case study RING RING RUN RUN by Media Contacts

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Spain
Agency Media Contacts
Released March 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: NIKE
Date of First Appearance: Mar 13 2009 12:00AM
Entrant Company: MPG, Barcelona, SPAIN
Account Director: Adam Hiscock (MPG)
Strategic Project Director: Carol Murtra (Havas Media)
Account Director: Christian Cochs (Media Contacts)
Account Chief: Lola Cellier (MPG)
Account Executive: Ariadna Masferrer (Havas Sports & Entertainment)
Senior Media Planner: Jose Muries (Media Contacts)
Senior Media Planner: Nuria Corral (MPG)
Senior Media Planner: Mateo Mora (MPG)
Media placement: TV - Antena 3, Telecinco, Cuatro, La Sexta, Digital - 13 March 2009
Media placement: Digital Display - MSN, Marca, Terra, As, Cuatro, Runners - 13 March 2009
Media placement: Radio-Content - 40 Principales - 24 March 2009
Media placement: Digital-Content - - 13 March 2009
Media placement: TV-Content - 40 TV - 29 March 2009
Media placement: Social Media - Tuenti - 13 March 2009

Results and Effectiveness
We ran rings around our goals: • Awareness increased 62%, 9% points above 20% target • Spain sprinted from last to first place in the challenge registration, ranking first not just in Europe but in the world • Spain’s registration base increased 25% within the first 10 days We secured healthy reach and engagement: • 80,000 viral views before 1st wake-up call • 10,500 web-users • 870,000 18-30-year-olds reached daily via radio • 225,000 through press coverage • 174,000 viewed the events via social networks with… • …5,000 saying they would join the runs to add kilometres to the challenge

Creative Execution
But these weren’t just any wake-up-calls. We pumped energy into morning runs by inviting radio listeners to nominate friends for a live unprompted wake-up call with famous Nike elite athletes in four cities. Camera crews, athletes, friends and listeners gathered in front of the lazy friend’s house at 7 a.m. Once they woke up, we asked the surprised (and sleepy!) runner to lace up and start clocking up the kilometres in the men vs. women challenge. We kick-started with a viral campaign on YouTube and Tuenti, selected sites and blogs distributed celeb wake-up videos and revealed wake-up locations prior to the first one to pique interest. Spain’s highest rated radio morning show presenters ensured the concept came alive on a large scale by inviting listeners to nominate victims and announcing rendezvous. To generate further media value, we created 10 minute micro-programmes for TV and online with Spanish leading media partner.

Insights, Strategy & the Idea
Nike+ online training platform has successfully encouraged runners across Europe to get connected, but in Spain, the response was disappointing, ranking lowest in registrations. Our hard success metrics for Nike+: 1- Awareness: Increase from 18% to 20%. 2- Registration: Place Spain in Europe’s Top 5 ranking. Past communications focused on hardcore runners but they found Nike+ “too commercial”. We shifted focus towards the broader casual runner for whom Nike+ sociability tools has greater appeal as they get bored, and consider running a lonely pursuit. Casual runners need to break their inherent laziness, so our communication idea blended humour with a physical challenge – one that played tricks on friends to encourage participation. We pitted the classic rivalry between men and women with what we called Ring…Ring…Corre Corre! (run run!), a battle that took place at the most difficult moment of the day – the morning wake-up call…