The Brief

Introduce NIKE's new V-SERIES line (Vortex, Venture, Vengeance) in an innovative way and make people experience.

Describe how the promotion developed from concept to implementation

The V-SIGN people make when they take a photo is a sign of victory. V also stands for V-SERIES. We created a device called 'Express you V-Machine' which automatically recognizes and captures a person's V-SIGN.

Describe the success of the promotion with both client and consumer including some quantifiable results

- Approx. 1,500 people created their V-Photo. - During campaign, V-Series have reached 150% of sales target. - Approx. 150,000 users have visited the campaign blog in 4 weeks.

Explain why the method of promotion was most relevant to the product or service

When a person stands in front of the device and makes a V-SIGN, the device recognizes the sign through its sensors and automatically takes a photo, providing an entertaining experience. Participants can receive a print-out of their photo with a V-SERIES product of their choice. They can also share their pleasant experience through mobile and SNS.