Cannes Lions

PLAN THE UNEXPECTD

180HEARTBEATS+JUNG von MATT, Warsaw / NIKE / 2015

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Overview

Description

You can’t predict the weather, but you can commit to running. Despite the worst weather. An excuse can become the best motivation for you.

Autumn in Warsaw doesn't invite to run outside. The weather is totally unpredictable and many runners become less active. In this demotivating time the new model of sneakers NIKE Air Zoom Structure 18 was launched. So the campaign challenge was to revive runners in the “sleepy” season. Time-limited challenges sent via NIKE+ running app proved that the worst weather is the best time to run. The participants of NIKE’s activation deserted their current activities to go running and execute the unexpected plan.

Execution

We challenged runners to run in the worst possible weather. When the weather broke down they received a challenge from Nike to go out and run. The activation integrated with NIKE+ (official Nike Running app) was promoted on NIKERunningPoland FB and on nike.com. Runners were receiving push notifications from this app. The social and mobile campaign was supported by online banners activated by the weather. The designs were linked to a weather database. On Facebook, a weather-based and location-based mechanism was used. All this to reach runners with a push notification exactly when they needed the motivation.

Outcome

We encouraged people to run in the worst possible weather. After completing their challenge, users shared their Nike+ activity on Nike Running fan page. Users shared not only content and results, but also their stories - to complete the challenges users left their jobs, ladies ran in high heels, one man even left dinner party with his girlfriend's parents. We proved that it’s possible to engage the running community during the season in which running is not the most popular activity. And we did this by staying true to Nike’s core values.

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