RUN JOZI by Joe Public, Trigger for Nike

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RUN JOZI

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market South Africa
Agency Joe Public
Executive Creative Director Xolisa Dyeshana, Maciek Michalski
Art Director Christo Kruger, Freda Raubenheimer
Copywriter Jeanine Vermaak, Antoinette Fourie-Johnson
Agency Trigger
Creative Director Gustav Greffrath
Art Director Peter Ringelmann
Copywriter Collin Makhubela
Released April 2013

Credits & Description

Advertiser: NIKE
Agency: JOE PUBLIC, TRIGGER ISOBAR
Category: Best Integrated Campaign Led by Promotion and Activation
Creative Director: Gustav Greffrath (Trigger Isobar)
Music/Sound Composition: Louis Enslin (Produce Sound)
Art Director: Peter Ringelmann (Trigger Isobar)
Strategist: Uno De Waal (Trigger Isobar)
Art Director: Christo Kruger (Joe Public)
Director/Editor: Christopher Pinto (Open Window)
Strategist: Madeline Keyser (Joe Public)
Strategist: Mmaphuthi Morule (Trigger Isobar)
Chief Creative Officer: Pepe Marais (Joe Public)
Executive Creative Director: Xolisa Dyeshana (Joe Public)
Copywriter: Antoinette Fourie-Johnson (Joe Public)
Copywriter: Collin Makhubela (Trigger Isobar)
Art Director: Freda Raubenheimer (Joe Public)
Copywriter: Jeanine Vermaak (Joe Public)
Strategist: Laurent Marty (Joe Public)
Executive Creative Director: Maciek Michalski (Joe Public Shift)

Relevancy
Run Jozi became the perfect platform to associate Nike with running in South Africa. It enabled Nike to motivate why youth needed to start running, a motivation that at first did not exist, with youth more interested in hitting the bar than the track. It created the ideal opportunity for Nike to start new running clubs in preparation of the event, cultivating a running culture. The lead up of the event led to the use of more Nike running gear. Lastly, the PR post the event proved running could be used to make both an individual and societal statement.

Client Brief Or Objective
Every year Nike Global awards one city with a race. We were tasked by Nike in South Africa to pitch on holding this global race in Johannesburg.Nike South Africa in partnership with our agency won the pitch. Subsequently, we were tasked with the challenge to encourage 10,000 runners to sign up for the race within five weeks of the campaign launch. No easy task as the majority of South African youth are notorious for their lack of interest in running.

Implementation
Our pitch was based on this insight: in the very country of freedom fighting, we can’t run where we want – instead, Jo’burgers are confined to run on treadmills, in gyms and boomed-off estates. We proposed Nike could help us take back the streets by hosting a race in the city centre – a place few people dare to drive, let alone run. At night. We chose Human Rights Day as the perfect occasion for taking back our right to run. All our communication aimed to rally the city to our cause: a viral, outdoor, microsite, social media.

Outcome
We reached our target of 10 000 runners two weeks before deadline.Our Facebook fan base grew by 4792%.#RunJozi trended nationally on Twitter within forty minutes of the launch, and stayed at #1 for over a week.350 000 spectators lined the streets during the race.Nike Running Clubs have grown 20% month on month since the launch of Run Jozi.Overall, we earned R10 million worth of PR.