Transforming the moment of unboxing.
Every year, Nike takes over Shanghai with a ‘Just Do It’ campaign that coincides with a limited edition shoe release. For any of your architecture geeks out there, the 2019 campaign theme combined the city’s art deco heritage with it’s neon futuristic speed.
Our role was to help get people moving by attending the events in their Nike gear. So when looking at the post-purchase consumer journey, we realized the ‘Just Do It’ message was coming across a little lame right at the most important moment; when athletes receive their gear.
The first step towards movement.
We replaced otherwise wasteful shoebox wrapping with a reusable map of Shanghai’s sporting neighborhoods. The physical map also triggered an immersive smartphone experience that depicted a detail A.R. model of Shanghai.
By scanning the map, athlees could explore hundred of ‘Just Do It’ events and instantly book their spot to attend.
Each individual engagement with the A.R. map of Shanghai throughout the campaign visually transformed the golden art deco cityscape into a modern neon metropolis.
Getting Shanghai moving.
My team and I helped fill hundreds of Nike events around the city, with athletes repeatedly engaging across every neighborhood in our interactive map. The experience also drove Nike membership sign ups with the majority of users logging in for the first time.
Ultimately, this pilot execution by Nike China pioneered a new approach for Nike’s packaging to be reimagined globally, with plans to incorporate some form of value-based unboxing experience into all shoe and apparel packaging.
