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Destination

In the spring of 2009, Nike created the biggest running challenge ever. The destination of the global Nike + Men vs Women campaign was to drive traffic to the digital running community and generate sales of the Nike + running products.

Platform

The Swedish adaptation of the campaign was created for Nike in collaboration between Scholz & Friends and Mindshare.  Two local celebrities, Agnes Carlsson,  the winner of the Swedish Idol competition, and Ara Abrahamian, an Olympic wrestler, became the profiles of the  "Men vs. Women" running competition. They were to create awareness of the competition and to motivate people, primarily 15-34-year olds, to buy a Nike + product, join the running community and start competing in teams between the sexes. The team with the most kilometers after 38 days would win. 

Design and Delivery

The biggest freely distributed paper in Sweden, Metro, was the perfect partner for the campaign. Their blogs and paper are widely read in the target group. Through the engine of the campaign, the Men vs Women Metro blog, the fight between Agnes and Ara teams was updated daily and Metro had several editorial articles about the competition. When the two super sport stars, Zlatan and Susanna Kallur, came in to help Agnes and Ara in the competition, this was of course also well documented both on the blog and in the paper. Moreover, at the start of the campaign, there was a complete wrap of the paper that was distributed by people in Nike + t-shirts. 

As a secondary channel for recruiting members to the challenge, we formed a partnership with the NRJ radio station where our celebrity ambassadors were interviewed and where the male talk show hosts had their own separate challenge between themselves and Agnes.

The campaign also included international TV spots, Club Metro offers in sports stores, some university activities as well as digital banners and print ads.

Effectivity

The campaign engaged the target audience and proved very effective to Nike: 

• Sales increased by a fantastic 70%.
• 15,000 new members were recruited to the Nike + community
• There was a 90 % awareness in the target group
• The Metro blog had 45,000 unique visitors, which was a Metro record for a campaign.
• Preference for Nike+ was as high as 41%.
• 24% were more positive to the brand after the campaign.
• Swedes ran 41 911 kms in the challenge (around the world).
• And by the way, the women won. ; )

Relaterade länkar:

• Metrobloggen Nike+