Title	NIKE ON DEMAND
Brand	NIKE
Product/Service	PERSONALISED MESSAGING PLATFORM
Category	A01. Creative Data Enhancement
Entrant	R/GA LONDON, UNITED KINGDOM
Idea Creation	R/GA LONDON, UNITED KINGDOM
Media Placement	R/GA LONDON, UNITED KINGDOM
Production	R/GA LONDON, UNITED KINGDOM

Name	Company	Position
Kathryn Chalmers	R/GA London	Strategy Director
John Wilson	R/GA London	Group Account Director
Harry Peacham	R/GA London	Senior Strategist
Rob Kent	R/GA London	Senior Producer
Anthony Baker	R/GA London	Technology Director
Nick Paget	R/GA London	Creative Director
Paris Lawrence	R/GA London	Creative Director
Josh Yee	R/GA London	Designer
Dami Kelekun	R/GA London	Associate Producer
Steve Viglione	R/GA London	Associate Director, Analytics

The Campaign

Decades of athlete data showed us that the hardest thing for athletes is staying on track. So we created Nike On Demand: a human-driven 1:1 service on WhatsApp that keeps athletes engaged over time, adapts to their needs on the fly and connects them with the best of Nike: everything from 1-on-1 training with professional athletes to VIP access to sold out Nike experiences. Inside the Nike On Demand Service Centre, Nike experts, coaches, trainers, etc. cross-referenced messages with users’ app activity data to determine which nudges saw the greatest behavior change. For instance, we found that prompting people with a challenge tailored to their level and sport preference for the next day with the question “Challenge accepted?” saw a higher rate of activity and post-activity engagement than when we simply told them what to do. An off-the-shelf platform to power our concept didn’t exist so we developed a bespoke platform that blended back-end rerouting and a front-end chat, tagging and profiling interface that sat between the human operators and WhatsApp. This enabled us to create rich personal athlete profiles and provide users with timely, individual nudges that changed their behavior

Over 6 weeks Nike On Demand enabled 240 athletes to take their game to the next level, exchanging over 22K messages and connecting athletes with pacers, trainers, run coaches, reminders, private classes, 1:1 sessions, training plans, playlists, app challenges, product trials, VIP bookings, coaching tips, and a whole heap of ass-kicking motivation. Here’s what users thought: 83% would recommend Nike On Demand to a friend. 81% would use the service again. 70% expect this type of service from Nike.

In 2006 Nike launched Nike+ which kick-started a sports tracking movement, and since then, with apps and wearables, Nike has gathered possibly the richest set of athlete data on the planet. And yet consumers are still strangers to the brand. In 2016 we set out to put that data to work, and to create a way for Nike to motivate each and every one of its consumers personally. Nike On Demand is the world’s first universal personal trainer, bringing bespoke data-driven inspiration and innovation to every athlete, via 1:1 messaging and transforming Nike from a brand into a friend.

As users began conversations, we developed their unique profiles with a tagging system built into our bespoke profiling interface. This way, different experts could seamlessly pick up a conversation where another had left off and deliver a personal, genuinely human experience, not the stale messages of an automated chat bot. The data gathered during service “office hours” was collected and analyzed twice daily, with teams in the US working though the European night hours to turn around actionable insights for the morning shift. The user’s qualitative messaging sentiment and quantitative activity data then formed the basis of bespoke training plans, with the experts in the command center tapping into the entire Nike ecosystem to serve up the perfect Nike services (e.g. a Nike Training Club class), experiences (e.g. a private training session with a professional athlete) and products (e.g. the right apparel or footwear) for the user.