Award Winning Campaign
Nike "Own the Night" Hong Kong
Mob-Ex Hong Kong Awards 2013:
Best Integration of Mobile for the Nike "Own the Night" campaign
The Challenge
During summer holidays when school is out, many Hong Kong youth find themselves with so much more time on the hands. Yet, the available activities are limited. As a result, most of them settle for their usual routine: shopping, going to the movies, going to restaurants, and most importantly, muck around the Internet. Nike's summer campaign "Own the Night" is a series of sporting events that transforms the city into a nocturnal playground for sports during night time. Our challenge then became: how do we get this group of Hong Kong youth who prefer a passive living to leave their electronic devices at home to go out and be active?
During summer holidays when school is out, many Hong Kong youth find themselves with so much more time on the hands. Yet, the available activities are limited. As a result, most of them settle for their usual routine: shopping, going to the movies, going to restaurants, and most importantly, muck around the Internet. Nike's summer campaign "Own the Night" is a series of sporting events that transforms the city into a nocturnal playground for sports during night time. Our challenge then became: how do we get this group of Hong Kong youth who prefer a passive living to leave their electronic devices at home to go out and be active?
The Solution
We decided to make sports the new hot social activity, the perfect social event for Hong Kong youth to gather and have fun. Leveraging digital channels such as WeChat & Facebook that our target can't live without, we developed a hub that lets the audience to check out and enroll into various sports activities. Users can also directly communicate with our dedicated team of representative through this hub. To make them unforgettable, we invited celebrities and local sports players and even NBA star Kobe Bryant to play together with them. They can check-in at the sport-ground and create a pledge with their own statement to show off among their friends. Also it provides tips and quotes to inspire them. Moreover it also has a built-in photo app with unique filters to let the audiences capture their memorable moments, which can then be printed at Nike retail stores, completing the journey from online to an actual store.
We decided to make sports the new hot social activity, the perfect social event for Hong Kong youth to gather and have fun. Leveraging digital channels such as WeChat & Facebook that our target can't live without, we developed a hub that lets the audience to check out and enroll into various sports activities. Users can also directly communicate with our dedicated team of representative through this hub. To make them unforgettable, we invited celebrities and local sports players and even NBA star Kobe Bryant to play together with them. They can check-in at the sport-ground and create a pledge with their own statement to show off among their friends. Also it provides tips and quotes to inspire them. Moreover it also has a built-in photo app with unique filters to let the audiences capture their memorable moments, which can then be printed at Nike retail stores, completing the journey from online to an actual store.
The Results
In one month (July to Aug), our WeChat fans number and engagement tremendously boosted from to 16,489. We processed 13,896 messages from them. Furthermore, we produced 15,053 Nike stickers. The campaign website received a total of 484,168 pages views and reached 226,106 unique visitors. Night illuminates new possibilities to move!
In one month (July to Aug), our WeChat fans number and engagement tremendously boosted from to 16,489. We processed 13,896 messages from them. Furthermore, we produced 15,053 Nike stickers. The campaign website received a total of 484,168 pages views and reached 226,106 unique visitors. Night illuminates new possibilities to move!
