To advertise Nike Shox XT7, Nike’s most advanced footwear to date, which allows athletes to run faster than ever before.Our goals were simple. Firstly to communicate that Nike Shox XT7 will help athletes run faster, which the concept clearly expressed.Secondly we wanted to do so in a breakthrough, totally original manner that targeted athletes at their actual place of practice.Lastly we needed to use a small budget to get through to a very select target market without wasting media spend. This execution cost very little and spoke directly and only to our consumers. The Ambient Media execution was placed on university athletics tracks in the Johannesburg region during the week-long training period leading up to the inter-varsity athletics meet, the most important meet of the university season. We utilised the existing starting grid of the 200m race, but had the number 8 removed from its regular position. We then re-positioned the number further back along the track in line with the first starting position. The logo and pay-off line were stenciled below it in non-permanent white chalk.Athletes lining up for their races would then see the discrepancy and interpret the message. The actual starting line in lane 8 for the 200m event was still indicated, though less prominently, so that practice could continue as usual. The selection of media for this execution was critical. In order to effectively target high school and University athletes, it was decided to communicate to them at the actual tracks on which they practice daily. This was done in tandem with an extensive above-the-line campaign.

Instead of using traditional media at the track such as posters and billboards, which may have blended into the background, we decided to have an execution on the track itself. This would be both unexpected and surprising and effectively reach a young market often disinterested in the commercial messages they are exposed to.Advertising on the track itself would also allow the athletes to more easily visualise the advantage they would gain with Shox, rather than viewing it abstractly via traditional media. Using the actual markings on the track was an unexpected and original way to communicate. It created a talking point at the practices, with athletes calling over their friends to see such a novel idea.

It also got them to really think about the product benefit. While the new No. 8 seems at first a gross error, it allowed the athletes to think through the concept and draw a strong and simple conclusion; that the shoes make you run faster.By communicating to these athletes at the place where they train, we targeted them when they were more open to information about products in their field. While watching TV or leafing through magazines, they may be unfocused on commercials but while participating in their chosen sport, they are far keener to receive and discuss information pertaining to athletics.

The selection of media for this execution was critical. In order to effectively target high school and University athletes, it was decided to communicate to them at the actual tracks on which they practice daily. This was done in tandem with an extensive above-the-line campaign.

Instead of using traditional media at the track such as posters and billboards, which may have blended into the background, we decided to have an execution on the track itself. This would be both unexpected and surprising and effectively reach a young market often disinterested in the commercial messages they are exposed to.Advertising on the track itself would also allow the athletes to more easily visualise the advantage they would gain with Shox, rather than viewing it abstractly via traditional media.