The Campaign

BRIEF The sport of running in China is flatlining. Millions of teens joined the movement, but many feel it’s become routine. For the launch of Nike’s newest innovation – the fun, bouncy, energy-returning React sole, we needed to reinvigorate the sport for this new generation of Millennial runners. STRATEGY Running isn’t easy. We listen to music and podcasts to distract ourselves from the routine monotony. But what if Nike reimagined the running experience and immersed runners in stories that unveiled with each step in your stride? IDEA Nike Role-Playing Run, every step you run, reveals the plot - a series of audio-guided run stories on QQ Music (China’s Social Music platform) that transports your run to distant jungles, alien invasions and symphonic streets. By combining the moving power of music, the theatrical drama of storytelling, and the motivation of coaching, RPR welcomes a new era of Nike Running in China.

Creative Execution

_ AUDIO GUIDED RUN TRACKS Three story run tracks guide our runners through their athletic journey. Designed with Nike coaches, each story arc follows the pacing of an authentic training session – starting with a warm-up, ramping you up to peak performance and sustaining the beat to keep you going. Original music scores were amplified with audio narrated storylines from musician Li Ronghao, rookie runner Liang Jinsheng, and star sprinter Ge Manqi. Finally, “binaural mixing” immersed you in spatial 3D environments, making it really feel like that dinosaur is trailing close behind you. STORY RUN : TRACK 1 UNSTUCK YOUR CREATIVITY. CHOOSE GO. Re-discover your love for the same old streets and see them in a new light, realizing that inspiration can be found around the corner with musician Li Ronghao. STORY RUN : TRACK 2 GAME THE RUN. CHOOSE GO. Realize how running itself can be as fun, immersive and liberating as a video game with rookie runner Liang Jinsheng. STORY RUN : TRACK 3 EXCUSES, EXCUSES. CHOOSE GO. Test your will power by running through mental distractions and imaginary obstacles with star sprinter Ge Manqi. Just go and don’t look back. _ MEDIA 01 : “CHOOSE GO” Audio Podcast x3 / Playlist on QQ Music 02 : QQ Music media push (2X)- open ad and header ad 03 : WeChat Social Posts (3X) 04 : Weibo Social Push (6X) album cover push to NRC / 3 athletes + 3 coach guides so to NRC audio guide _ RESULTS 1.2M ENGAGEMENTS +122% 611M Total IMPRESSIONS +112% 5.6M TOTAL CLICKS TO QQ AGR +130% RUNNER UPTAKE +5% 5KM RUNNERS +2% 10KM RUNNERS Compared to 2017 100% 1km Runners