by admin | Aug 16, 2015 |
23 COUNTRIES, 14,000 RETAILERS, 60,000 RUNNERS AND ONE, BIG GOAL Proving that a little competition can bring teams together and produce huge results TIME TO REENERGIZE Nike Europe approached the Bravas team with a unique challenge. Nike Corporate had recently launched a series of updates to its Nike+ products including an updated version of the Nike Fuel Band. And while consumer awareness was high, their retail store associates were not educated or excited about the products. A BIG IDEA IS BORN But our ideas and solutions were bigger than product education; we wanted to reenergize the teams and ignite collaboration. We discovered through research that store associates learned best through actual product trial as opposed to “boxed” trainings or store incentives. That’s when “Run One. Run All.” was born. MORE THAN JUST A RUN Run One Run All was an experiential web and in-store experience that generated healthy competition amongst retail associates, stores and even countries. We tapped the Nike+ API and created a 3-week long contest. Each week focused on an aspect of running (distance, speed, duration). Participating employees could track their runs and to see both employee and storewide results. A HOLISTIC APPROACH Bravas developed the holistic campaign strategy. In addition to the responsive web application and its game mechanics, we also created the campaign’s supporting materials. Everything from the identity, in-store POS, marketing and email communications down to the prizes and awards for the participating retail employees and the stores. AND THE WINNER IS… The effort was considered wildly successful and is still used today to help shape the way products and incentives get introduced to...
