Nike - "Go BKK"

Bartle Bogle Hegarty Asia Pacific

Bartle Bogle Hegarty Asia Pacific Singapore, Cingapura

9594

Marca: Nike
País: Cingapura

Anunciante: Nike

Titulo	Go BKK
Agência	Bartle Bogle Hegarty Asia Pacific
Campanha	Go BKK
Anunciante	Nike
Marca	Nike
Data da primeira Transmissão/Publicação	2019 / 4
Sector Empresarial	Calçado Desportivo
História	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.
Problema	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.
Resultado	15632 runners, 35,380 km run, 3,362,021 tokens collected in 15 days.
Tipo de Mídia	Case Study
Comprimento	76 seconds
Mercado	Tailândia
Director executivo criativo	Joakim Borgström
Director criativo	Xander Lee
Equipa criativa	Sudhir Pasumarty
Equipa criativa	Omar Sotomayor
Equipa criativa	Dillah Zakbah
Equipa criativa	Nikhil Panjwani
Equipa criativa	Jiarong Sng
Equipa criativa	Alexa Ong
Account Manager	David Webster
Account Manager	Sid Tuli
Account Manager	Ross Henderson
Account Manager	Anna Lorentz Production