| Title | PLAN THE UNEXPECTED |
| Brand | NIKE |
| Product/Service | NIKE AIR ZOOM STRUCTURE 18 |
| Category |
G01. Social for Mobile |
|
Entrant Company
|
180HEARTBEATS+JUNG von MATT Warsaw, POLAND
|
|
Advertising Agency
|
180HEARTBEATS+JUNG von MATT Warsaw, POLAND
|
Credits
| Mikołaj Sadowski |
180heartbeats/JUNG v. MATT |
Creative Director |
| Bartłomiej Walczuk |
180heartbeats/JUNG v. MATT |
Associate Creative Director |
| Anna Makowska |
180heartbeats/Jung V. Matt |
Designer |
| Agata Wierzbowska |
180heartbeats/Jung V. Matt |
Motion Designer |
| Anna Kulpa |
180heartbeats/JUNG v. MATT |
Social Media Manager |
| Magda Chętnik |
180heartbeats/JUNG v. MATT |
Account Manager |
| Maciej Kosiorek |
180heartbeats/Jung V. Matt |
Strategy Planner |
Creative 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 NIKE Running Poland 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.
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 challeneges users left their jobs, ladies ran in high heels, one man even left dinner party with his girlfriend's parrents. 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.
An excuse can become be the best motivation. You can’t predict the weather, but you can commit to running. Despite the worst weather. We encouraged runners to ignore the circumstances and complete the challenges. Autumn in Warsaw doesn’t encourage running. The weather is unpredictable and many runners become less active. In this demotivating time the new model of running shoes - NIKE Air Zoom Structure 18 - was launched. So the challenge of this campaign was to motivate runners in this demotivating season.