Juntas Imparables
We partnered up with Nike Mexico to create the first digital crossover between WhatsApp and the Nike Apps. From the back end to the front end. Based on current behavior insights, we delivered a holistic user experience tailored specifically for Mexican women athletes. We found a way to create the most democratic phygital challenge that connected all women in the city to collect minutes of movement and become part of something bigger. The engagement and participation of women were unprecedented, resulting in very high new member acquisition for the brand.
The Just Do It seasonal campaign assets helped connect and visualize the landing page for the experience. Providing all the information needed for users to sign up for the challenge. We strategized to develop 3 main incentives for sign-ups: Winners reward (Nike sponsorship), Community Giveback (every minute logged would be translated to economic support for children’s sports program), and a public leaderboard showing real-time winners at all times. (Including retail screens)
Admin Portal
We developed an operational admin website with multiple functionalities to allow visibility and full control of the challenge and communication with users. From this portal, Nike was able to send general and individual WhatsApp messages, they were able to see the performance of the Squads, filter them, and even managed to flag and identify suspicious activity from the participants. No cheating was allowed.
This also ended up being a useful tool for Nike. Data would throw valuable insight around the Nike Apps engagement within the country. Nike was able to download daily data and see real-time results of minutes being logged through NRC and NTC.
Reclaiming their City.
Nike partnered with six Mexican artists: Hilda Palafox, Paola Delfín, Antonella, Lourdes Villagomez, and Monica Loya under Artsynonym, to take over the streets of Colonia Roma and create a memorable running experience for our signed-up athletes.
Expected number of Squads:
800
Total Minutes of Activity Registered:
12,539,185
Actual Numer of Squads Registered:
3,147
Juntas Imparables Closure
Everyone was invited to the challenge final celebration. Participation and engagement exceeded expectations in every way. More than 500 athletes together in the same place celebrating movement and togetherness.
The big event started with the campaign athletes inspiring women through a panel discussion. Boxing medalist Marlen Esparza, 3 times boxing world champion “La Barby” Juarez, professional basketball player Casandra Asencio, and gold medal winner Paola Morán. Talking about what it represents to be a female athlete today in Mexico and the importance of female empowerment.
Followed by one last physical challenge between the top 3 Squads. At the end, Burras Pardas was the ultimate and undeniable winner squad of the challenge and the Nike Sponsorship.
The best part, Nike donated 1,700 sessions of play through the program Juega Más, dedicated to bring sport and play to the children of more than 100 community organizations and schools in Mexico.
Agency: Industry
Client: Nike Mexico
Creative Direction: Fernanda Arreguín
JDI Campaign (Video and Photography): W+K
UX Experience Director: Tom Lakovic
UX and UI Design: Fernanda Arreguín and Sofia Villarreal
Programming: Bot and Roses