Cannes Lions

APPAREL

R/GA, New York / NIKE / 2014

Case Film
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Case Film

Overview

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Credits

Overview

Description

Our audience uses social media religiously. They consume and create more content than their peers and rely on mobile for almost everything. The tools they use to get better, however, have failed to keep up with this advanced, connected consumer.

The Nike SB app provides skateboarders with a new tool with which to learn and experience the sport. Interactive videos allow users to view more than 600 tricks from multiple angles and playback directions and in varying speeds. Once they learn the tricks, users can upload videos of themselves skateboarding to compete in pro-issued Nike SB challenges and even go head to head with any app user, worldwide, in a game of S.K.A.T.E.

Execution

The Win the Hour campaign was actually a feature that was built as a core part of the Nike FuelBand SE mobile app. Rather than a marketing initiative that begins with a push, then fades out, our approach was to build something core to the experience itself.

The goal was to give people something simple and achievable every hour, then give them push them to do it, and reward them when they did. Equal parts push and pull, Win the Hour is all about motivating people to stay active, all day long.

Outcome

Win the Hour is the latest in Nike’s mission to get people to move more, move often, and move with intensity. The feature has been embraced by athletes of all ages and in dozens of markets around the world.

In just the first few months since launch, millions of hours have been won and millions of athletes are strengthening their relationship with Nike, the brand that’s helping them get better, every day – and every hour.

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