NIKE SHANGHAI NEVER DONE SHOP CSV 0220 v3

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THE BRIEF
Convert casual athletes into more dedicated ones by encouraging and building frequency to form sports into habit.

THE BACKGROUND
Since when did sport become a fashion trend? Some people are happy with finishing one run or satisfied by simply dressing up for the gym without breaking a sweat. Nike wanted to reveal the true sport culture of Shanghai – There Is No Done. In this city, enough is never enough - there’s no high enough, no far enough, no strong enough. Every second, someone is constantly setting a new record and breaking a new finish line. No one wants to say “I’m done”.

THE STRATEGY
Sweat as Currency = 2X Sport. Nike wanted to motivate people to move and keep on moving by enabling them to buy products using hard earned sweat as currency to purchase even more sport. Do Sport to Earn More Sport.

THE IDEA
To get Shanghai moving like never before, Nike hijacked this year’s Shanghai Marathon to launch Shanghai City Attack “Never Enough”, an integrated offense centered around a digital activation that motivated casual, everyday athletes to become more dedicated athletes. The online to offline experience came to life through a 24-hour H5 mobile site – The “Shanghai Never Done Shop” – an experiential 360º retail space that allows you to purchase Nike products, services and experiences using your “sweat as currency” a.k.a. “Sweat Coins”, powered by your Nike+ data.

THE EXECUTION
The Shanghai Never Done Shop enabled you to purchase cross category products, services and experiences through a series of immersive 360º retail shops – play for Kyrie 5s at the Basketball shop, sign up for a 4 week Youth Camp at the Football shop, skate for Janoski Kicks at the Nike SB shop, workout to earn your spot at the Nike Super Workshop in the Training shop, see creative talks and maker workshops at the NSW shop and qualify to run the next marathon experience since you missed SHM’18 at the Running shop.

Simply scan the QR code on WeChat, Weibo, and Nike retail store to access the H5 store. Everyone has a chance to use their sweat and movement to shop for products, services and experiences that peaked their interests. Pick the sport category and enter the world > Bind with your Nike+ account > Sweat and move to finish the challenge > Purchase and experience the reward > Share with friends on WeChat and Weibo > Repeat. Work it to see how many Never Done products you can get.

THE RESULTS
40M+ Total Campaign Impressions
50M Estimated Race Day Impact
1.7M H5 User Visits [+10X 2017]
+66% Nike WeChat Follower Increase
+49% New Nike+ Members through H5 Binding

URL
thevoted.com/sh/nike/NeverDoneShop/
a.nike.com.cn/SHCityAttack2018/
cn-nike-api.akqa-uat.com/SHCityAttack2018/

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