Brand:

Nike+ Run Club 

 

Target Audience:

Running Beginners

 

Idea:

「有識Do Friend，萬事起頭唔再難」

"Beginning is easier with a 識do friend."

 

Execution：

 

Stage 1 - Facebook Feed 

Some daily example of beginning ruined by someone to get resonance

 

Stage 2 - Online Video

Some daily example of beginning ruined by someone to get resonance, but show the app at the end to tell Nike+ app is your 識Do friend when you start running. 

 

Stage 3 - Campaign Page

The idea comes from people usually play trick with the ugly photo between friend. Participants may need to finish the mission or their funny photo upload by their friends will show on the big screen in Mong Kok Langham Place.