Mobile > Creative Use Of Technology

NIKE+ FUELBAND

R/GA, New York / NIKE / 2012

Awards:

Silver Cannes Lions
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Overview

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2 years ago, Nike came to us to realise an idea: a common, universal metric called Fuel for every active body out there, and a device that tracks all your daily activity. The FuelBand tracks your activity and converts it into your Fuel, so anyone who’s active can compare their activity with others, no matter who you are or what you do. They asked us to design the entire user experience.We began by travelling around to world conducting ethnographic research to discover our audience and what it would take to motivate them.To create a truly intuitive and seamless user experience, we ensured ease of use: 1 button lets you set your goal, and get from red to green. If you meet your goal, animations celebrate your performance. Hit a streak and Fuelie shows up to cheer you on. Data visualisations show where you were most active daily, weekly, monthly, and beyond. We created Bluetooth synch technology so when you finish your day, your Fuel is wireless synced to the platform. Integrating social and a daily leaderboard provides even more motivation. Nike Fuel is integrated with the 6m strong Nike+ community, so when you buy a FuelBand, you automatically become a member. When it came time to launch Nike FuelBand, we came up with a campaign that introduced it to the world: Counts. Now everything you do counts.When the FuelBand became available online for pre-order, the demand was so high it sold out within minutes. Once the FuelBand was available at Niketown, customers lined up around the block before doors opened. Global demand continues to increase, with more people registering to be notified when the Fuelband is available in their market.

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