THE HOOPS PROVING GROUND

TitleTHE HOOPS PROVING GROUND
BrandNIKE BASKETBALL TAIWAN
Product / ServiceKYRIE 2
CategoryD04. Installation & Environment
Entrant+ING INTERACTIVE Taipei City, CHINESE TAIPEI
Idea Creation +ING INTERACTIVE Taipei City, CHINESE TAIPEI
Production +ING INTERACTIVE Taipei City, CHINESE TAIPEI

Credits

Name Company Position
JOLIE SHEN NIKE TAIWAN Executive
PO-TING LEE Fablab Dynamic Technical Director
JASON HUANG Fablab Dynamic Technical developer
JENNIFER HUANG NIKE TAIWAN MANAGER
SU WANG NIKE TAIWAN MANAGER
TINO LIN NIKE TAIWAN EXECUTIVE
PEI-KEN TSAO +ing Chief Creative Officer
YU-HSUAN CHAN +ing Art Director
TZU-CHIN SHAO +ing Technical developer
WEI-CHI CHAO +ing Business Director
CHENG-YUN SZE +ing Associate Creative Director

The Campaign

The core of basketball footwear innovations is fulfilling any requirements under the real on-court situation, such as stability of ankle, better traction etc. We invented “The Hoops Proving Ground” to let consumer testing shoes just like on an authentic basketball court to experience product innovation.

Creative Execution

We build challenging basketball drills set that delivered 1:1 interactive and responsive experience with motion sensors and projections, and we set a ranking board and giveaway player card to motivate consumer come back to trial again and again.

Indication of how successful the outcome was in the market

During the campaign, 800+ consumers experienced in 16 days and seasonal key product: Kyrie 2 sell through rate archive 100%. After trial, consumer shared their player card with personal challenge score on social which gained over 700,000+ social impressions.

Creative output that elevates a customized journey for each consumer. The hoops proving ground embody the sport of basketball while driving a service experience around product.