Nike Promo, Case study MORE THAN A RUN by Media Planning Group

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Spain
Agency Media Planning Group
Released October 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: NIKE
Product/Service: RUNNING
Date of First Appearance: Oct 14 2010
Entrant Company: MEDIA PLANNING GROUP, Madrid, SPAIN
Account Director: Adam Hiscock (MPG)
Senior Media Planner: Maria Serra (MPG)
Strategic Manager Director: Carol Murtra (Havas Media)
Brand Communication Manager: Meritxell Estrada (NIKE)
Media placement: Stickers - University Campus & Area - 14 October
Media placement: Pop Up Canvases At Balconies - University Area & Young Hot-Spots - 14 October
Media placement: Mobile Projections Over Façade - Young Night Hot-Spots - 14 October
Media placement: Digital Non-Conventional Formats - Spotify, H Magazine, Patata Brava - 14 October

Insights, Strategy & the Idea
Nike’s Running category has flattened after two years of growth. Current customer base profile is adult-core runner, that is, people who run regularly (at least twice a week).
In order to amplify customer base, we’d need to target younger consumers but we have a problem: they don’t do running as a sport.

They run because they’re late to class, they run to catch the train, they run to cross the stoplight while it’s green, they run to catch up to their friends. They may not run as a sport, but it is something they do unconsciously, what we need to do is awaken the runner they have inside.

To do this, we aligned the target touch points (where they are and what they are doing), the moment (at what time and how it plays in their day), and the message (why they are there) and launched a guerrilla campaign that “clicks” our target to say: You’re a runner.

Creative Execution
9 tailor made creative messages placed in strategic target hotspots in different guerrilla formats.

Some example of touch point- moment- message alignment:

-Stickers in stoplights around university campus: You run to cross the stoplight as it is turning red. You’re a runner.
-Posters and stickers in metro- university line: You run to catch the train. You’re a runner.
-Mobile Projection canvas over facades at young hotspots: You run because you’re late to meet your friends. You’re a runner.
-Pop up canvases on balconies near university: You run when someone steals your bike. You’re a runner.
-Digital non conventional formats: You run when you’re peeing. You’re a runner. You run when someone steals your wallet. You’re a runner.

Results and Effectiveness
We got people’s attention in Barcelona…
65% of our target (18-21 living in Barcelona) heard about this campaign (Aided awareness- Nike internal study)

We converted attention into action…
5,000 new fans in Nike Running’s Facebook page during the campaign
1.543 uses of the Nike Running application in Facebook
14,5M impacts in digital campaign

We got the media talking about it…
News publicised in advertising and marketing sites.
Advertorials in trendy magazines.