Nike - "Go BKK"

Bartle Bogle Hegarty Asia Pacific

Bartle Bogle Hegarty Asia Pacific Singapore, 新加坡

9595

品牌: Nike
国家: 新加坡

广告主: Nike

标题	Go BKK
广告公司	Bartle Bogle Hegarty Asia Pacific
广告战役	Go BKK
广告主	Nike
品牌	Nike
首次发布日期	2019 / 4
行业领域	运动鞋
剧情简介	We turned the city of Bangkok into a real-time running game. The moment you step out of your house, and switch on your Bluetooth, it’s game on. Like Mario Bros, but in the real world. The more streets you explore, the more tokens you collect. The more tokens you collect, the more rewards you unlock. We even motivated you to explore more of the city via surprise missions. Making every run a different one. The Tech: By spreading 200 beacons across streets, parks and alleyways, we could seamlessly connect all the runners in Bangkok at the same time. Working with LINE (Thailand’s biggest messaging app), we built an integrated platform inside their chat messenger. Which meant, anyone and everyone could be a part of the game without having to download any additional apps.
问题	To launch a running shoe that makes run, fun, we turned the city of Bangkok into a real-time running game. The moment you step out of your house, and switch on Bluetooth, it’s game on. Like Mario Bros, but in the real world. The more streets you explore, the more tokens you collect. The more tokens, the more rewards you unlock. We even motivated you to explore more of the city via surprise missions. Making every run a different one. Local insight: Running in Bangkok is restricted to gyms. (Not fun) Or parks, where you’re running in circles. (Boring) A shoe that makes running fun needed an innovation that did just that.
结果	15632 runners, 35,380 km run, 3,362,021 tokens collected in 15 days.
媒体类别	案例研究
长度	76 seconds
市场	泰国
执行创意总监	Joakim Borgström
创意总监	Xander Lee
创意团队	Sudhir Pasumarty
创意团队	Omar Sotomayor
创意团队	Dillah Zakbah
创意团队	Nikhil Panjwani
创意团队	Jiarong Sng
创意团队	Alexa Ong
客户经理	David Webster
客户经理	Sid Tuli
客户经理	Ross Henderson
客户经理	Anna Lorentz Production