Nike: RUN FWD:

Credits & Description:

Category: Best Consumer Engagement

Advertiser: NIKE

Product/Service: IPHONE APP

Agency: WIEDEN+KENNEDY TOKYO

Agency: DAIKO ADVERTISING

Date of First Appearance: Dec 16 2010

Entrant Company: WIEDEN+KENNEDY TOKYO, JAPAN

Executive Creative Director: Frank Hahn (Wieden+Kennedy)

Executive Creative Director: Naoki Ito

Director/Editor/Animator: Genki Ito (Wieden+Kennedy)

Art Director: Naoki Ga (Wieden+Kennedy)

Copy Writer: Hiroshi Kuyama (Wieden+Kennedy)

Copy Writer: Andrew Miller (Wieden+Kennedy)

Interactive Copywriter: Takayuki Rokutan (Wieden+Kennedy)

Designer: Marek Okon (Wieden+Kennedy)

Account Supervisor: Kohei Adachi (Wieden+Kennedy)

Music: toe

Media placement: Website - Web Site (Nike.com) - 2010/12/16



Insights, Strategy & the Idea

Challenge: Running is the core of Nike. And yet it was nowhere in Japan.

The Brief: Introduce the new GPS function on Nike+ and inspire people in Japan to run.

The Idea: Inspired by the Hakone Ekiden, the most traditional and prestigious university marathon relay in Japan, we developed a Nike Running online-offline campaign where people register on nikeplus.com, run a minimum of 3km and then assign a new runner to take on the digital sash, the so called tasuki - the symbol of the Hakone relay.



Creative Execution

To join the competition, each runner had to use their Nike+ account and run at least 3km. The Nike RUN FWD website collected the results and displayed the GPS tracked runs using Google maps. The site let users broadcast their runs to their social networks and create more awareness for the campaign. To recruit the next participant a customized invitation video with the next runner’s name was auto-generated and automatically sent to the runners e-mail address. We amplified this pressure to run even more by letting runners send reminder emails and tweets to their friends through the campaign site.



Results and Effectiveness

At the end of January 2010, 1300 teams with more than 3400 runners had joined NIKE RUN FWD.