NIKE TRIAL ZONE

TitleNIKE TRIAL ZONE
ClientNIKE
Product / ServiceNIKE BASKETBALL
CategoryC05. Customer Retail / In-Store Experience
Entrant+ING INTERACTIVE Taipei City, CHINESE TAIPEI
Idea Creation +ING INTERACTIVE Taipei City, CHINESE TAIPEI
Production +ING INTERACTIVE Taipei City, CHINESE TAIPEI
Production 2 FABLAB DYNAMIC Taipei City, CHINESE TAIPEI

The Campaign

The first ever and world’s only in-store trialing experience featuring Kyrie Irving, where consumers get to challenge the NBA All-Star player in an immersive environment. Motion sensors and floor projections enable the practice of authentic basketball drills and movements in order to test how the shoes actually feel. The journey ensures the perfect purchase for the consumers’ performance needs while exciting them with a unique experience.

The Brief

• Overall budget USD$ 100,000 • Breakdown of costs Hardware USD$15,000 Software USD$30,000 Shooting & Post-Production USD$55,000 • Paid Media budget No pay media budget

Creative Execution

• Implementation Content capture of Kyrie was done during his visit to Taiwan, and a complex combination of technologies was leveraged for an elevated interactive trialling experience, from motion sensors, laser detection, floor projection and lighting effects. The whole experience is synced with the consumer’s Nike+ membership account, documenting the results for each trial. • Timeline Launched on 2017/12/26 as a long-term retail service • Placement Key Nike retail store in Taipei, Taiwan

Describe the success of the promotion with both client and consumer including some quantifiable results

Kyrie 4 achieved a 54% sell-through rate within the first month. Over 40% of the participants became a Nike+ member to keep record of results.

Explain why the method of promotion was most relevant to the product or service

The ‘Nike Trial Zone’, featuring NBA All-Star player Kyrie Irving, is an interactive space within the retail store designed to meet the needs of basketball players, using authentic basketball drills and movements to test out the brand’s latest shoe innovations, ensuring the perfect choice and further enhancing sales.

• Target Audience Mainly 14~25 year olds who play basketball on a regular basis. • Approach As almost all ballers would also watch basketball games, they are most likely greatly influenced and drown by NBA star players’ style of play. Kyrie Irving is one of the most popular basketball players in the NBA right now, with his unique dribbling style and fascinating crossover combinations. His unpredictable attack moves always keep his defenders guessing, so we created the ‘Nike Trial Zone’, where consumers can match up against Kyrie in an immersive environment.

Credits

Name Company Position
JENNIFER HUNG BRS Nike Taiwan Inc Integrated Retail Marketing Director
JOLIE SHEN BRS Nike Taiwan Inc Integrated Retail Marketing Assistant Manager
PEI KEN TSAO +ing Chief creative officer
YUH SUAN CHAN +ing Chief design director
WEI CHI CHAO +ing Account director
HAZEL WANG +ing Senior account manager
CHUN TING LENG +ing Senior designer
TZU CHIN SHAO +ing Web development engineer
BO TIN LEE Fablab Dynamic Technical director
SHENG CHIEH HUANG Fablab Dynamic R&D Director
SHIH HUNG CHIEN independent Animator Animator