| Title | NIKE ON DEMAND |
| Brand | NIKE |
| Product/Service | PERSONALISED MESSAGING PLATFORM |
| Category |
E03. Innovative Use of Technology |
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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
The hardest thing for athletes is staying focused and committed to accomplishing their goals. So we created Nike On Demand: a human-driven 1:1 messenger-based service that keeps athletes engaged over time, adapts to their needs on the fly and connects them with the best of Nike.
From a user’s perspective, they message Nike on WhatsApp and get help from someone who gets to know them personally and who does everything in Nike’s power to help them crush their goals: everything from setting up 1-on-1 training with professional athletes to getting them in the backdoor of sold out Nike Training Club sessions.
Through 1:1 conversation, Nike On Demand places the best of Nike’s vast ecosystem literally at the user’s fingertips via the channel they use most: WhatsApp – a brand first at the time.
Nike On Demand is no stale, automated chat bot. It’s real human interaction. Because nothing changes people’s behavior
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.