Nike Promo, Case study NIKE AIR LIVE SHOW by +castro, BBDO Buenos Aires

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Argentina
Agency +castro
Producer Sonia Caputo
Agency BBDO Buenos Aires
Released August 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: NIKE
Product/Service: SPORTSWEAR
Agency: +CASTRO
Date of First Appearance: Aug 23 2010
Entrant Company: +CASTRO, Buenos Aires , ARGENTINA
Director of Innovation: Nicolas Pimentel (+Castro)
Executive Producer: Pedro Saleh (+Castro)
Executive Creative Directors: Ramiro Rodriguez Cohen/Rodrigo Grau (BBDO Argentina)
Account Managers: Alejandro Gowland/Celina Pla/Nicolas Ibañez (BBDO Argentina)
Interactive Creative Director: Fernando Barbella (BBDO Argentina)
Producer: Sonia Caputo (Sake)
Technical Producer: Mariano Gawron (Sake)
Advertisers' Supervisors: Adrián Cueto/Diego Luque/Diego Legname (Nike Argentina)
Interactive and Physical Development: (Estado Lateral Media Lab)
Industrial Design: (Estudio Sarra)
Media placement: OUTDOOR - In-Store Installation - Nike Store In Unicenter, Buenos Aires - August 23, 2010
Media placement: DIGITAL - Website - - August 23, 2010

Insights, Strategy & the Idea
The aim of the action was:
- generate buzz and engage people around this iconic product and its iconic technology: air
- try to surprise people at the point of sale and in the web with a fun and innovative experience
The concept we worked on was the air: how to turn the air of the Nike Air Max into a fun experience for the consumer, both on the website and in the store simultaneously.

We developed the Nike Air Show, an in-store installation that mashes up online and offline worlds in a unique race: shoes that levitate and move thanks to the air of the participants (along with tailor made technology) who blow through a computer microphone to move a shoe while competing against other consumers at a Nike store or anywhere connected to Internet.

Creative Execution
The Nike Air Show consists of a magnetic platform that allows shoes to hover 1.6 inches above the surface while, at the same time, a mechanism receives a signal from the web that make the shoes move forward.
The installation was placed in the most visited Nike Store in Buenos Aires for a month.
The participants could watch the race online live with video streaming.
Those who moved the shoes the furthest or who accumulated the most total meters could win weekly prizes and a grand prize when it was over.

Results and Effectiveness
100,000 visits in 30 days
19,000 completed races
The participants’ air moved the shoes more than 41 km (almost a complete marathon)