BRIEF

Get young London running with Nike+

OVERVIEW

After six hugely successful years, Run London had earned a place in the hearts of 30-something occasional runners in London. This year Nike wanted a brand new city attack that would get young London excited about running. Supersonic invited London’s youth to prove their speed – to earn tickets for themselves and two mates to the ultimate 1K race and after party, featuring live performances from Dizzee Rascal and The Enemy.

LAUNCH

No campaign site – all community driven – a launch teaser video and exclusive music track were seeded across community networks to raise awareness among London’s youth. Meanwhile, a MySpace community launched featuring rich Flash content explaining the event format. A simple sign-up process for the forthcoming speed trials generated a unique SMS entry code for each contender.

SPEED TRIALS

Niketown window displays, flyers and posters at sporting venues, street teams in Supersonic-branded black Lamborghinis, 30-second radio spots on Kiss FM and XFM and targeted emails, SMS and rich media advertising drove recruitment to a series of three 100m speed trials across the capital in October. Each featured live DJ sets, Nike athlete appearances and an exclusive Supersonic shirt for every runner. On-site registration and digital timing processed runners’ performances, which were broadcast live to a Jumbotron leaderboard linked to MySpace.

FINAL NIGHT

17 November 2007, Evolution, Battersea Park. The final 1000 runners raced five at a time, every 15 seconds along a floodlit 1K track into a closed music arena, fuelled by live DJ sets. At the finish they and their supporters were rewarded with live performances from Dizzee Rascal and The Enemy. The fastest man and woman won three tickets each to any sporting event in the world – every other runner received an iPod nano and Nike+ Sport Kit, creating 1000 new Nike+ evangelists.

LEGACY

This event was the ignition point – not the finale. A TV show on youth-focussed Channel 4 with an audience of 1 million, and an audience reach of 5 million on MySpace, amplified the story with a brand audience. Regular Supersonic Nike+ Challenges live on within the Nike+ community. The MySpace community lives on as the home for youth running. Supersonic is established as a high profile annual event and brand new running format.

MY ROLE

Concept, art direction, design

CREDITS

Creative Director: Daniel Bonner
Art Director: Duan Evans, Rodrigo Sobral
Copy Writer: Nick Bailey
Designer: Rodrigo Sobral
Motion Graphics: Greg Mullen
Group Account Director: Matt Bain
Senior Account Manager: Remi Abayomi
Technical Manager: Stuart George
Project Manager: Joel Godfrey Read Less