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Go BKK

Agency Network: 
Published/Aired: 
April 2019

Description

To launch a running shoe that makes run, fun, we turned the city of Bangkok into a real-time running game. The moment you step out of your house, and switch on Bluetooth, it’s game on. Like Mario Bros, but in the real world. The more streets you explore, the more tokens you collect. The more tokens, the more rewards you unlock. We even motivated you to explore more of the city via surprise missions. Making every run a different one.

Local insight: Running in Bangkok is restricted to gyms. (Not fun) Or parks, where you’re running in circles. (Boring) A shoe that makes running fun needed an innovation that did just that.

Execution: We turned the city of Bangkok into a real-time running game. The moment you step out of your house, and switch on your Bluetooth, it’s game on. Like Mario Bros, but in the real world. The more streets you explore, the more tokens you collect. The more tokens you collect, the more rewards you unlock. We even motivated you to explore more of the city via surprise missions. Making every run a different one.

The Tech: By spreading 200 beacons across streets, parks and alleyways, we could seamlessly connect all the runners in Bangkok at the same time. Working with LINE (Thailand’s biggest messaging app), we built an integrated platform inside their chat messenger. Which meant, anyone and everyone could be a part of the game without having to download any additional apps.

Results: 15632 runners, 35,380 km run, 3,362,021 tokens collected in 15 days.

Experiential advertisement created by BBH, Singapore for Nike, within the category: Fashion.

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