Nike: Nike On Demand

Nike, the sports apparel and equipment manufacturer, used a mobile message service on WhatsApp to motivate its young consumers in Germany.

Campaign details

Brand: NikeAgency: R/GA LondonRegion: EMEA

Objectives

In 2006, Nike launched Nike+ which kick-started a sports tracking movement, and since then, with apps and wearables, Nike has gathered, possibly, the richest set of athlete data on the planet.

And yet consumers are still strangers to the brand.

In 2016, we set out to put that data to work and create a way for Nike to motivate each and every one of its consumers personally.

Target audience

The European market is defined by ongoing skirmishes across regions between Nike and its rivals, including Adidas, Under...

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