2012 Winners & Shortlists

Results and Effectiveness

Attendance at Run Club events o In the four consecutive weekends following the activity, average attendance rose by over 56% o Runners now regularly attending

Creative Execution

We identified the top running locations in Dubai and we dispatched Nike runners there, dressed up in outfits that carried specially designed messages for runners, inviting them to join the club. The messages pinned to the teams’ backs varied from sequential messages to tips about running. Nike teams circulated among actual and potential runners, grabbed their attention with original approaches that were hard not to notice, and distributed flyers for additional details. Experts were on hand at club sessions to take runners – beginner or advanced – through proper form and technique.

Insights, Strategy and the Idea

Promoting an active lifestyle is a core tenet for Nike, and this was the inspiration behind the Nike ‘Run Club Dubai’. The club wanted to encourage runners from all backgrounds to participate in the sport. Unfortunately this initiative was not supported by a heavy use of advertising due to budget restraints. Consequently, turnout was poor. The challenge was therefore to create an inexpensive yet impactful activation platform with the potential to create conversation and drive word-of-mouth. Research showed that lack of motivation was the biggest obstacle to a more energetic lifestyle. Most runners had neither predefined goals nor plans to reach any goal. People hadn’t learned how to pace themselves, nor how to vary their training routines. Our big idea was adopt an educational approach in a light-hearted way.