INTERSPORT TEST LAB: NIKE ZOOM PEGASUS TURBO

TitleINTERSPORT TEST LAB: NIKE ZOOM PEGASUS TURBO
BrandNIKE
Product/ServiceZOOM PEGASUS TURBO
Category B03. Social for Mobile
Entrant HARRIMANSTEEL Amsterdam, THE NETHERLANDS
Idea Creation HARRIMANSTEEL Amsterdam, THE NETHERLANDS
Production HARRIMANSTEEL Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Nick Steel HarrimanSteel ECD
Leah Forsyth-Steel HarrimanSteel Managing Director
Julian Harriman-Dickinson HarrimanSteel ECD
Kimberley Wynne HarrimanSteel Account Manager
Alice Galli HarrimanSteel Creative
Lydia Barber HarrimanSteel Creative
Robbie Wilkinson HarrimanSteel Account Director
Ben Ireland HarrimanSteel Senior Art Director
Ruben Peeters The Story Supplier DOP
Nick Wood STK Media Ltd DOP
Marlon Bos Orfix Media DOP
Sonja Julliet HarrimanSteel Producer
Sarah Picolet HarrimanSteel Content Manager
Richard Fussey HarrimanSteel Creative
Lee Grantham Lee Grantham Coach Lee
Micky Larosse Freelance Copywriter/Scriptwriter
Ben Elwyn Freelance Creative
Jo Matthews Freelance Copywriter

Background

All across Europe, sports retailer Intersport is best known as your local, generalist sports store. As of 2018 the business is evolving, from a 5000+ store franchise, to a unified retail brand, with a single vision: to deliver expert service to athletes. We were tasked by Nike to produce an original campaign for the launch of the new Zoom Pegasus Turbo running shoe, as the first campaign for the centralised Intersport account. The objectives were: - Generate awareness of the new centralised .com platform - Begin to grow the new Intersport community through social @intersport - starting from 0 - Position the brand as an authority in running - Generate sell through of the new Nike Zoom Pegasus Turbo on .com

Describe the creative idea

Core runners are product geeks. Whether they're a solo weekend warrior or a pack runner that finds strength in numbers. At the heart of our mobile first campaign concept, we wanted to talk runner to runner. From grass roots pre-trial experience, through to product launch and sustain period - we wanted to generate stand out in the market through an authentic runner's voice. To do this, we discovered an unsigned running influencer that held breath-taking credentials in running, but was a true product geek - someone that could tell our product story with an authentic, credible tone. Lee Grantham, official Team GB ultra-marathon runner, became Coach Lee - the official Intersport running storyteller.

Describe the strategy

Working closely with Nike and Intersport we wanted to craft a strategy that would position the brand as an authority in running by delivering meaningful, relevant information to runners - not just brand speak. The primary insight: - Treat me like an athlete - consumers want to be spoken to like the athlete, peer to peer, they want to be served expert advice, to better their performance Our target audience was core runners across Europe. They know their sport, talk in product specs and obsess the details. They connect with their community across social media and forums. We built a strategy that took a grass roots approach, with our Coach engaging with the community over instagram and various forums, to invite consumers to participate through trial and conversation, runner to runner. We wanted to eliminate the unreachable language and imagery, and craft a campaign that truly resonates and engages.

Describe the execution

From mid July we began to seed the conversation across various forums and social media groups about the opportunity to participate in an exclusive pre-trial of the much anticipated Nike Zoom Pegasus Turbo, through Intersport. Runners across Europe were invited to register on a micro-site hosted by Coach Lee, to win the chance to take part. One hundred finalists were then sent the pre-trial pack and given specific instructions on how to share their testimony of the product - calling out Coach Lee, the #IntersportTestLab hashtag and of course @intersport - the new global Intersport social account. All 100 participants rose to the challenge, sharing multiple reviews of the product with their audiences and directing them to Intersport. We then co-created a series of engaging and fun product videos with Coach Lee, co-written by the man himself to ensure we captured his authentic tone and language as a runner. Over the duration of the campaign (with 2 product drops) we created two sets of original film content, one set per colourway drop. Each film was produced in 4 languages and our mobile first approach ensured that we allowed for 'sound off', with vertical friendly content.

List the results

Both Nike (Europe and Global) and Intersport have expressed the success for their business objectives as a result of this campaign: Social: 852,500 combined total reach Organic growth of new @Intersport account (0 to 2500) .Com 50% increase in conversion at .com 81% click through rate 78% revenue uplift Media: 34 million total impressions, 175,000 clicks