Nike – Go BKK, Turning the city of Bangkok into a real-time running game
Nike Go BKK Campaign by BBH, Singapore
Local insight: Running in Bangkok is restricted to gyms (No fun) Or parks, where you’re running in circles (Boring) A shoe that makes running fun needed an innovation that did just that.
Execution: 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.
Changing running behaviour, one mission at a time. An intelligent back-end system allowed us to study running patterns of the players. Pushing them beyond their usual route to explore different parts of the city at different times of the day/night via missions
No app downloads. Lace up, game on. We didn’t want our tech to interfere with existing running behaviour. So we built the entire game inside Line’s chat messenger. Just step of your house, switch on your Bluetooth and your phone would automatically collect the tokens.
Results: 15632 runners, 35,380 km run, 3,362,021 tokens collected in 15 days.
Credits
Advertising Agency: BBH, Singapore
ECD: Joakim Borgstrom
Creative Director: Xander Lee
Creative Team: Sudhir Pasumarty, Omar SotoMayor, Dillah Zakbah, Nikhil Panjwani, Jiarong Sng, Alexa Ong
Account team: David Webster, Sid Tuli, Ross Henderson, Anna Lorentz Production
Tags:
Experiential, Singapore, Fashion, Nike, BBH, Nike Go BKK, Sport, Technology, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads
