TAKE THE CITY by Boondoggle Brussels for Nike

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TAKE THE CITY

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Belgium
Agency Boondoggle Brussels
Creative Director Stef Selfslagh, Vincent Jansen
Creative Paul Popelier, Pieter Claeys, Bart Gielen, Carlos Furnari
Released September 2010

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: NIKE
Product/Service: NIKE RUNNING
Agency: BOONDOGGLE
Agency: BOONDOGGLE
Date of First Appearance: Sep 2 2010
Entrant Company: BOONDOGGLE, Leuven, BELGIUM
Entry URL: http://www.bornoncloud9.be/canneslions2011/nike/takethecity-media/index.html
Marketing Northern & Central Europe/Country Marketing Manager/Brand Manager: Tad Greenough/Rachel Wouters/Vincent Fierens (Nike Belux)
Creative Directors: Stef Selfslagh/Vincent Jansen/Gaston Serpenti (Boondoggle)
Creatives: Bart Gielen/Paul Popelier/Pieter Claeys/Gaston Serpenti/Brett McManus/Carlos Fur (Boondoggle)
Creative Technologist: Nikolas Sterck (Boondoggle)
Design: Nancy Vanoppen/Geert Van Grunderbeek/Sven Verfaille/Demmy Onink (Boondoggle)
Interaction Design: Joris Groen (Boondoggle)
Conversation Management: Simon van Oldenbeek (Boondoggle)
Strategy: Jesse Wynants/Tom de Bruyne/Astrid Groenewegen (Boondoggle)
Account Manager: Toon De Baere (Boondoggle)
Client Services Director: Inge Vander Velpen (Boondoggle)
Technical Developer: Niels Dehaes (Boondoggle)
IT Director: Vincent Depoortere (Boondoggle)
Multimedia Developer: Jelle Vuylsteke (Boondoggle)
Production Company: Random (Random)
Photography: Bill Tanaka (Bill Tanaka)
Runhouse Realisation: Staat Amsterdam (Amsterdam & Shivers)
Media placement: Facebook Application - Graffiti Challenge On Facebook Fanpages ‘Nike Running Belgium’ And ‘Nike Running - 02/09/2010
Media placement: Banners - Banner Campaign Spread Via Vice Network, Facebook & Online Influentials - 05/09/2010
Media placement: Nike RunHouse - Temporarily Clubhouse In Amsterdam - 01/09/2010
Media placement: Posters - Poster Campaign Spread Through Amsterdam And Antwerp - 02/09/2010
Media placement: Print - Print Campaign In Various (Dutch) Magazines - 01/09/2010
Media placement: Run The DJ,Graffiti Challenge,Breakfast Run,Nalden VS. Vice Challenge,Precinct F - Outdoor ‘running’ Events In The Streets Of Amsterdam And Antwerp - 02/09/2010
Media placement: Banners - Banner Campaign During Dam Tot Damloop (Amsterdam) - 18/09/2010
Media placement: Beaming - Runs Were Beamed On Buildings In The City Of Antwerp - 28/10/2010
Media placement: Likify - People could automatically like a run by scanning the QR code on a poster - 02/09/2010

Insights, Strategy & the Idea
> Business, marketing and communications objectives:
NIKE Running Belgium en NIKE Running Holland wanted to highlight the fun aspect in running, and to get people to reclaim the streets, instead of running on tracks and treadmills.

> Target audience and their relationship with the brand:
The target audience is all youngsters who live in cities, and who are active on social media such as Facebook.

> Unique insight:
Running becomes more fun and motivating when there’s a ‘game’ involved, a game that goes further than training schemes and timetables. (For example: completing a figure)

> Relevancy:
To the target audience: instead of launching a campaign that told people to run more in the streets, we launched a tool to make it more fun to run in the streets.
To the client: In order to sell more running shoes, we launched an application to make running more fun.

Creative Execution
> Creative strategic solution:
We launched the ‘Take the city’ graffiti challenge, an ingenious Facebook application to draw running routes on satellite pictures of the city. But not just any running routes, but virtual graffiti runs in creative shapes, resulting in surprising routes such as ‘The fries’, ‘The Butterfly’, The Pacman, and even the Space Invader. People could run them and invite their friends for a run through Facebook events.

> The different channel(s):
We launched the Facebook Application to draw running routes on a satellite picture of the city. People could invite friends to run those routes.
To support the campaign offline, we put up posters of the runs alongside those routes. Images of all runs were beamed around town. To complete the loop, we made the online community an offline community, by launching ‘The NIKE Runhouse’. A place where they could meet, create group runs and reload with beer, pizza and performances afterwards.

Results and Effectiveness
Next to a lot of attention in the Dutch and Belgian press, the ‘likes’ on the Facebook page rocketed.
More than 10.000 youngsters joined the NIKE Running club on Facebook, where 329 of them created their own, unique graffiti run. With this campaign, we inspired a new running club and a lot less individual way of running.