SUB CATEGORY :

BEST USE OF EXPERIENTIAL

COMPANY ENTERING :

WIEDEN+KENNEDY SHANGHAI, SHANGHAI

TITLE :

NIKE REACTLAND

BRAND :

NIKE CHINA

ADVERTISER :

NIKE CHINA

AGENCY :

WIEDEN+KENNEDY SHANGHAI, SHANGHAI

CHIEF CREATIVE OFFICER :

SUSAN HOFFMAN/COLLEEN DECOURCY

EXECUTIVE CREATIVE DIRECTOR :

IAN TOOMBS/VIVIAN YONG

CREATIVE DIRECTOR :

OKAN USTA/HESKY LU

COPYWRITER :

AIER XU

ART DIRECTOR :

JOSH KING

ACCOUNT DIRECTOR :

DINO XU

ACCOUNT MANAGER :

QINNA YE

ACCOUNT EXECUTIVE :

XUEER REN

STRATEGIC PLANNER :

LEON LIN/CARINA HUANG

AGENCY PRODUCER :

SANNE DROGTROP/RHYS TURNER

CAMPAIGN SUMMARY :

FOR THE LAUNCH OF THE NEW NIKE REACT RUNNING SHOES, WE HACKED IN-STORE TRIALLING AND WIRED UP A GAME PLAYED BY RUNNING. ‘REACTLAND’ IS AN IMMERSIVE EXPERIENCE INSTALLED IN STORES AROUND CHINA WHERE SHOPPERS WOULD RUN ON A TREADMILL
AND BECOME THE HEROES OF A GAME. PLAYERS WERE SCANNED AND TRANSFORMED INTO AN AVATAR THEY CONTROLLED AS THEY RAN THROUGH A FANTASTICAL LAND THAT REPRESENTED THE ATTRIBUTES
OF THE SHOE (SOFT, LIGHT AND BOUNCY). PLAYERS WOULD LEAVE
THE EXPERIENCE WITH A 10 SECOND VIDEO OF THEMSELVES RUNNING THROUGH ‘REACTLAND’ TO SHARE ON SOCIAL MEDIA. 48% OF PEOPLE WHO PLAYED THE GAME, BOUGHT THE SHOES.

THE BRIEF :

NIKE RUNNING HAS A LONG HISTORY OF PUSHING THE SPORT AND
THE INDUSTRY FORWARD WITH WORLD-CLASS INNOVATIONS AND INSPIRATION. THAT CONTINUES WITH THE LAUNCH OF NIKE EPIC REACT, THE INCREDIBLY SOFT, SPRINGY, LIGHT AND LONG-LASTING RUNNING SHOE THAT WILL MAKE WHOEVER PUTS ON IT WANNA GO FOR A RUN.
OUR TASK IS TO CREATE A TRIALING EVENT THAT WILL GIVE RUNNERS AN UNFORGETTABLE EXPERIENCE WITH THE EPIC REACT AND GENERATE SHAREABLE CONTENT TO LURE MORE PEOPLE TO TRY IT ON.

THE STRATEGY :

TODAY’S CONSUMERS ARE ALWAYS LOOKING FOR MORE FUN AND UNIQUE EXPERIENCES. TRADITIONAL PRODUCT TRIALLING EXPERIENCE IN RETAIL IS FAR FROM BEING FUN OR ENGAGING, AND OFTEN COMMUNICATES PRODUCT BENEFITS IN A RATHER DRY, UNINTERESTING FASHION. IT’S JUST NOT SOMETHING PEOPLE WILL LOOK FORWARD TO. ALL WE NEEDED TO DO WAS TO TURN THE UNSEXY TRIALLING INTO AN EXCITING EXPERIENCE THAT PEOPLE ACTUALLY WANTED TO TRY AND DIDN’T WANT TO MISS IT.

THE EXECUTION :

THE EXPERIENCE WAS INSTALLED IN FOUR STORES AND ONE POP-UP LOCATION IN CHINA AND RAN FOR ONE MONTH. FOLLOWING THE SUCCESS, IT WAS BOUGHT BACK INTO STORES FOR THE LAUNCH OF THE NEW COLOURS AND NIKE TAIWAN AND BERLIN INSTALLED THE GAME. SHOPPERS WOULD TRY ON THE SHOES, HAVE THEIR PHOTO TAKEN AND CREATE AN AVATAR BEFORE STEPPING ONTO THE TREADMILL. USING
A HAND CONTROLLER TO JUMP, THERE AIM WAS TO GET AS FAR AS THEY COULD ALONG THE LAND FULL OF METAPHORS FOR THE SHOES.
THE FURTHER THEY GOT, THE HIGHER UP THE LEADERBOARD THEY WENT. ONCE LEAVING THE EXPERIENCE SHOPPERS WOULD RECEIVE
A RANDOMISED PERSONAL 10SECOND CLIP FROM THE GAME.

THE RESULT :

THE GAME WAS PRAISED GLOBALLY FROM SMALL CHINESE NEWS OUTLETS THROUGH TO THE WASHINGTON POST. BUT MORE IMPORTANTLY 48% OF PLAYERS BOUGHT THE SHOES.