Tiempo de ser Héroes
In the city of restless movement and hectic streets, some people still find it hard to engage in sport. Traffic, pollution, lack of access and lack of time are just some of the obstacles leaving sport aside from the Chilango lifestyle priorities. How do we flip the script and turn city obstacles into enablers of sport?
In a virtual space that replicates the most iconic and familiar areas in the City, People are invited to form a 4 people Squad and unlock digital and physical rewards for 6 weeks. We invited Chilangos to move using minutes of movement as currency. A safe space where physical performance is not relevant, just the time you put into physical activity throughout your days. The more you move, the bigger the collective reward.
Minutes of Movement
We aimed to democratize sport through time. We connected an external platform that communicated with Nike NRC and NTC data. Automatically, the minutes of physical activity logged into the Nike Apps, were pulled and reflected on our platform unlocking not only a gamified CDMX experience but also exclusive access to sports, events, and Nike gear.
Nike Apps + WhatsApp + JDI Platform
Our biggest challenge: With no Local Brand Social Channel, we needed to manage communication with our users in the most effective way. For the first time ever, Nike implemented WhatsApp as a key tool to reach its users where they already were. Answer doubts, manage technical issues, give announcements and most importantly, keep our Squads connected with Nike and one another.
Integrated Product
Through Avatars, we engaged users through a personalized experience. We also managed to integrate Seasonal Nike products into the experience. Users were able to unlock specific 3D items as they logged minutes of movement, and were redirected to Nike.com to buy these items for themselves if desired. The goal was to increase traffic to Nike.com.
Surprise, Delight and Enable Sport
It was a must to keep the engagement going throughout the six weeks. So each week, hidden Easter Eggs would unlock exclusive access, discounts, and diverse rewards, keeping users active in sport and our platform.
We also enabled a Discover button allowing users to be notified of any Nike event and happening around the city. This, catered to each of our users´ sports and activity preferences. A personalized experience that allowed them to get early access directly from our platform. We left no ends loose. 4 independent platforms were connected into one holistic, seamless and personalized experience.
City Unlock with Pigalle
Our goal from day one was to offer a solution that would give back to the City. A city with countless challenges within physical activity. We focused on making Chilangos feel identified, connected, and proud of the city they live in, tearing down barriers, and owning its streets and spaces through the power of sport. And as Nike, to let them know the brand was only a platform, the enabler, they had the true power to reclaim their City.
And they managed to do so, by logging more than 5 MILLION minutes of movement into the platform. As promised, and as a collective unlock, we partnered up with Stephane Ashpool to refurbish an impactful basketball court.
Media and Social Engagment
#tiempodeserheroes
Given the success of the Challenge, we managed to continue the experience for 2 more ¨Chapters¨ before the pandemic hit. You can browse #tiempodeserheroes to see some of the moments shared by Mexico City.
Agency: Industry
Client: Nike México
Creative Direction: Fernanda Arreguin
Art Direction and UX Design: Fernanda Arreguín
Strategy: Tom Lakovic and Fernanda Arreguin
3D Design: Marco Lukini
Programming: Bot and Rose and Tom Lakovic
JDI Campaign: W+K