Nike - "Go BKK"

Bartle Bogle Hegarty Asia Pacific

Bartle Bogle Hegarty Asia Pacific Singapore, Singapore

9602

Бренд: Nike
Страна: Singapore

Рекламодатель: Nike

Заголовок	Go BKK
Агентство	Bartle Bogle Hegarty Asia Pacific
Кампания	Go BKK
Рекламодатель	Nike
Бренд	Nike
Дата первой трансляции/Публикации	2019 / 4
Бизнес сектор	Спортивная обувь
История	We turned the city of Bangkok into a real-time running game. The moment you step out of your house, and switch on your Bluetooth, it’s game on. Like Mario Bros, but in the real world. The more streets you explore, the more tokens you collect. The more tokens you collect, the more rewards you unlock. We even motivated you to explore more of the city via surprise missions. Making every run a different one. The Tech: By spreading 200 beacons across streets, parks and alleyways, we could seamlessly connect all the runners in Bangkok at the same time. Working with LINE (Thailand’s biggest messaging app), we built an integrated platform inside their chat messenger. Which meant, anyone and everyone could be a part of the game without having to download any additional apps.
Проблема	To launch a running shoe that makes run, fun, we turned the city of Bangkok into a real-time running game. The moment you step out of your house, and switch on Bluetooth, it’s game on. Like Mario Bros, but in the real world. The more streets you explore, the more tokens you collect. The more tokens, the more rewards you unlock. We even motivated you to explore more of the city via surprise missions. Making every run a different one. Local insight: Running in Bangkok is restricted to gyms. (Not fun) Or parks, where you’re running in circles. (Boring) A shoe that makes running fun needed an innovation that did just that.
Результат	15632 runners, 35,380 km run, 3,362,021 tokens collected in 15 days.
Тип медиа	Анализ ситуации
Длина	76 seconds
Рынок	Thailand
Исполнительный креативный директор	Joakim Borgström
Креативный директор	Xander Lee
Креативная команда	Sudhir Pasumarty
Креативная команда	Omar Sotomayor
Креативная команда	Dillah Zakbah
Креативная команда	Nikhil Panjwani
Креативная команда	Jiarong Sng
Креативная команда	Alexa Ong
Специалист по работе с заказчиками	David Webster
Специалист по работе с заказчиками	Sid Tuli
Специалист по работе с заказчиками	Ross Henderson
Специалист по работе с заказчиками	Anna Lorentz Production