ØHLIN

Crafted Fashion

Nike – Locker Room

Project   Mobile website
Date
Jan 2014

An ingenious, creative solution to a unique business problem, sneaker speculators, which transformed the Nike retail business and gave power back to Nike fans.

Nike identified a problem with sneaker speculation in Hong Kong. Sellers would hire people to wait in line to buy up all the stock of limited-edition products, then resell them at a much higher price. So Nike wanted to connect with true sneaker enthusiasts in Hong Kong and cut out the speculators by placing its products directly in the hands of its true target market.

Execution

Teaming up with Razorfish Hong Kong, the brand created Nike Locker Room, a mobile website that allowed users to pre-order Nike sneakers online and enter a lucky draw to get first shot at limited-edition products when they became available. Nike Locker Room also allowed users to connect to Facebook, create a personal dashboard of sneakers that they owned or wanted to buy, and view a calendar of future releases.

Results

The campaign made sneaker speculators a “thing of the past” according to the brand.

Nike Locker Room gained 49,140 new members and racked up 1.3 million pagesviews in the first six months. The platform also saw an 87 per cent unique visitor increase to Nike.com from Hong Kong, compared with the previous year.

The campaign also earned Razorfish Hong Kong a gold award at the 2014 Mobile Marketing Association Global Smartie Awards, in the category of Mobile Website.

The Nike Locker Room, a projected created by digital marketing Razorfish Hong Kong, won the Global Smartie Award (Mobile Website) in New York.

“Nike Locker Room was an ingenious, creative solution to a unique business problem, sneaker speculators, which transformed the Nike retail business and gave power back to Nike brand fans,” said Daniel Bonner, Razorfish Global Chief Creative Officer, who accepted the award in New York City on behalf of the team.

Razorfish Hong Kong was the only APAC agency to be nominated in the Global Smarties Mobile Website category, and was cited for blazing new trails and exhibiting bravery and innovation across the competitive mobile marketing ecosystem.

The company explained that sneakers are hot property in Hong Kong, and shoe speculators used to be present at every Nike product release. The team who worked for the Nike Locker Room project were tasked to connect with and recruit sneaker enthusiasts in Hong Kong, to cut out the speculators, and allow Nike to engage, via mobile, with their community by placing their products directly in the hands of the target market.

Joanna Kalenska, Managing Director Razorfish Hong Kong, said the work transformed Nike’s retail business in Hong Kong at a time when sneaker speculation was gaining momentum on social media and threatening to damage Nike’s relationship with fans.

“Razorfish proudly stands side-by-side with Nike Hong Kong and celebrates our achievement,” she said.

Razorfish Hong Kong was the only agency from the Asia-Pacific to be nominated in the Global Smarties Mobile Website category. It was also named Global Agency of the Year, an award given to the agency that has best incorporated mobile marketing as an indispensible part of the marketing mix for clients.

Aside from the Nike Locker Room Project, the agency also won three other awards – the Gold, Silver and Bronze Awards for “Take the Wheel” project for Mercedes-Benz USA in the Lead Generation/Direct Response/Conversion, Product/Services Launch, and Brand Awareness categories, respectively.

“Both Nike Locker Room and Mercedes Benz Take the Wheel are ingenious responses to individual business problems. We are honoured to receive recognition of this level from the MMA Global Smarties Awards 2014,” Bonner said.

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