Results and Effectiveness

Over 1,100 runners came and told us their reasons of running. We have successfully collected more than 900 identical statements from runners. In addition, every runner shared his or her photo and video to the social platforms to inspire friends. It resulted at over 250,000 impressions in just a month. And with all the reasons we received, we finally picked the most popular ones put it as giant banners to surprise the runners on the Marathon Day. Nike successfully crowd sourced the inspiration from runners, and inspired each 73,000 marathon runners to the finish line.

Creative Execution

The running season of HK started from October. While approaching the HK Marathon, the biggest annual sport event of the town, the momentum of running just climb to the climax. Thousands of runners run out to the running hotspot of HK to prepare for the big game. We see this is an indispensable chance for Nike to engage with the targeted customers heart to heart. In January of 2014, a month before the HK Marathon, we designed an Instagram truck for runners to spread out their inner spirit. With an interactive treadmill inside the truck, runners have to run against the virtual copy of the HK Marathon while the treadmill would adjust its’ inclination and velocity according to the scene. The truck travelled around HK and reached 25 hottest running spots. The contents collected not only were widely shared in the social world, but also customized as merchandising and advertising items to celebrate the personal running spirit.

Insights, Strategy and the Idea

We all run. But why? As an authentic running brand, Nike gives first nod and experience to our vertical runners through targeted communication. Our aim is to communicate to runners that “You must be a runner, if you understand why people run”, whilst in return our runners will respond, “Finally someone gets what it’s all about” and that someone is Nike. It’s more than at promoting running, but to make runners feel that they are not lonely coz whenever and wherever they run, Nike will be there. So why run? You never know unless you run. Therefore, we designed an Instagram Truck and let runners to talk about their inner spirit “directly” like never before.