| Title | NIKE ON DEMAND |
| Brand | NIKE |
| Product/Service | PERSONALISED MESSAGING PLATFORM |
| Category |
B02. Native & Built-In Feature Integration |
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Entrant
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R/GA LONDON, UNITED KINGDOM
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Idea Creation
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R/GA LONDON, UNITED KINGDOM
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Media Placement
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R/GA LONDON, UNITED KINGDOM
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Production
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R/GA LONDON, UNITED KINGDOM
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Credits
| 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
Creative Execution
In 2016, as our core audience moved away from public platforms into private chat channels and their behavior took on a distinct 1:1 flavour, it was time for Nike to innovate the nature of its consumer conversation, and create the ultimate way to deliver inspiration to athletes in a truly personal way: 1:1.
Nike On Demand harnessed the power of messaging to deliver unprecedented access to the best of Nike – elite athletes, trainers, coaches, clubs and content – in a 1:1 conversation.
On Nike’s side, Nike experts and coaches in the Nike On Demand Service Centre respond to athletes’ messages. As messages come in, the content of each message is analysed and deployed to the right Nike expert so they can lend the relevant expertise.
We developed a bespoke digital platform to power the Service Centre, categorise and tag conversations and enable the experts to connected athletes to the Nike ecosystem of existing products and services.
This enabled Nike to create rich personal athlete profiles, provide users with timely, individual, nudges that changed their behavior and provided Nike with real-time data about what truly motivates athletes.