How do you encourage people to run in a city where it’s impossible to run? This was Nike’s challenge for Jakarta.

The streets are jam-packed, the side walks are non-existent and pollution is unbearable. Nike needed to make sure their story was something relevant to Jakartans.

Life in Jakarta isn’t easy, but the people of Jakarta are some of the most innovative you’ll find anywhere and have an innate ‘hacker’ mentality. So Nike put that to use and helped Jakarta to #BAJAKJKT (hack Jakarta for running). We did that by tackling 3 main areas to show how the city could be hacked for running:

1. The streets

2. The lack of space

3. Darkness in the city

The specific measurable campaign objectives were:

• Drive fame & talkability of Nike (measured by social media engagement)

• Get Jakartans running (measured by increased Nike+ downloads & Nike 10k race registrations)

It was integral that media reflected the hacker mentality of the campaign. We needed to show that Nike was brave enough to reclaim the streets of Jakarta. We did this by using a media that was unique to runners. Something they knew well and would inherently speak to them - the streets themselves.

We spray-painted iconic running symbols across the city’s streets. Running tracks, start lines, distance markers and winner’s podiums peppered the streets. No traditional media was used, only the streets - the runner’s media.

All tags were marked with the hashtag #BAJAKJKT. #BAJAKJKT gave people a call to action in social media - something inherently important when operating in the world’s most social country.

We then used Nike social channels to seed the hacked locations, amplify the campaign and hero participants. This was led by the use of:

• Promoted Tweets

• Promoted Twitter Trend (#BAJAKJKT)

• Boosted Facebook Posts

Drive fame & talkability of Nike (measured by social media engagement)

• Over 20,000 unique pieces of UGC using #BAJAKJKT. A 2,000% increase on submissions compared to Nike’s last user generated content driven campaign in Indonesia.

• Facebook engagement rose 40% during the campaign

• 4,700 pieces of user content on Instagram

• 22,500 mentions on Twitter

Get Jakartans running (increased Nike+ downloads & Nike 10k race sign-ups)

• 10k Race sold out in record time - fully sold within 5 days, where typically it would take weeks.

• There was a 45% increase in NIKE+ downloads during the campaign period (versus 10% during previous campaigns)