NIKE SHOE BOXXXX

TitleNIKE SHOE BOXXXX
BrandNIKE JAPAN
Product / ServiceNIKE SPORTSWEAR
CategoryA06. Best Use of Other Digital Platforms in a Direct Campaign
EntrantBEACON COMMUNICATIONS Tokyo, JAPAN
Entrant Company BEACON COMMUNICATIONS Tokyo, JAPAN
Advertising Agency BEACON COMMUNICATIONS Tokyo, JAPAN

Credits

Name Company Position
Kenji Kondo Beacon Communications K.k. Account Director
Kentaro Yamazaki Nike Japan Client Supervisor
Yosuke Toyoura Nike Japan Client Supervisor
Kojiro Futamura Flash Developer
Takahisa Mitsumori Sound Designer
Shinya Nakagawa Rizing Inc. Film Editor
Yuta Sato Amana Inc. Film Producer
Jun Kuriyama S2 Factory System Engineer
Shu Takano S2 Factory System Engineer
Kaihei Hayano Garyu Visual Artist
Masaya Kawasaki Garyu Vfx Producer
Emiko Kashiwaqgi Semitransparent Design Designer
Ryoji Tanaka Semitransparent Design Art Director
Yuma Murakami Masumasu Technical Director/Projecto Manager/Planner
Jon King Beacon Communications K.k. Executive Creative Director
Ryo Kobayashi Beacon Communications K.k. Copywriter
Kotaro Hamada Beacon Communications K.k. Account Planner/Head Producer
Choei Torii Beacon Communications K.k. Director Of Strategy/Planner
Kohei Kawasaki Beacon Communications K.k. Creative Director/Art Director/Planner

The Brief

'Start a Conversation' The sneakerhead community is thriving all over the world. Nike Japan wanted to tap into this enthusiasm as they worked to close the gap with the very popular large local brands. Hoping to generate conversation in the digital social world and build on their vast heritage.

Creative Execution

'Going Beyond the Like' We created NIKE SHOE BOXXXX a social commerce App that enables this group to interact with Nike and the shoes online. Every model of shoe they ever designed (over 10,000 shoes). NIKE SHOE BOXXXX rewards users for all kinds of actions. Receiving bonus shoes after each trade, friend invitation, or sharing with others. And then once a month, the ultimate sneaker people reward. Nike re-released and sold through the App, shoes that haven't been seen in years. In the end NIKE SHOE BOXXXX brought people all over the world together. All sharing a common global language.

Describe the creative solution to the brief/objective.

'Play in History' There is a moment when we take our new shoes out of the box that we feel this sense of anticipation and excitement. We've all done it. And most of can't wait til the next time. Nike knows the emotion of this moment. With their unique history, you could almost say they created it. Allowing users to relive those Magic Moments of getting your new shoes.

Results

First 2 months* of launch results (*after this time client no longer releasing figures): Facebook Impressions 5,994,958 Sharing on average 1,000 times a day Shoes for sale put online each month SOLD OUT within days