The Campaign

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. EP01: 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. EP02: 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. EP03: EXCUSES, EXCUSES. CHOOSE GO. Test your will power by running through mental distractions and imaginary obstacles with star sprinter Ge Manqi. Just go, don’t look back.

Creative Execution

We created a 3 episode audio guided run playlist on QQ Music - China’s social music platform. We tapped into a social audio channel that Chinese youth were already using to listen to music but created a new media for runners to get motivation from during their run, combined with storytelling and audio guided coaching to amplify your running experience and enhance your run with proper pacing that was engaging throughout. Original music scores were amplified with audio narrated storylines from musician Li Ronghao, rookie runner Liang Jinsheng, and star sprinter Ge Manqi. “Binaural mixing” immersed you in spatial 3D environments, making it really feel like that dinosaur is trailing close behind you. propelling your stride to the finish. MEDIA + “CHOOSE GO” Audio Podcast / Playlist on QQ Music + WeChat Posts + Weibo Push to NRC audio guides - 3 athletes + 3 coach guides

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

Music and Sound Design not only form the backbone of these audio guided runs that encourage you to rediscover your love for running through a new form of sonic motivation that combines the moving power of music, the theatrical drama of storytelling, and the motivation of coaching.

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? We created a new form of training audio by hijacking QQ Music, China’s Social Music platform, and created run stories, a series of audio guided run stories, where each episode inspired and guided your running journey. In doing so, we reinvented the playlist, fusing storybooks, music and coaching into a new form of running guide.