Nike Run London
30,000 Registrations in 48 hours
CREATING A SPORTING TRIBE OF NOCTURNAL RUNNERS
London. Cold. Dark. Rainy and one of the toughest cities to live in. So how do you connect people who love to run with each other? You create the biggest running event in London.
Nike wanted to grow running in London, a city mostly in darkness when people preferred to run.
We created Run London at Night. It was the very first running event around the nation's capital. As a result, the campaign theme 'Go Nocturnal' was born. It was designed to educate runners about the safety of running at night through a 10km running event.
The campaign ran across mixed media including a first time ever run of The Metro newspaper at night, print ads, website, an award-winning Cinema which went viral and glow in the dark outdoor posters.
To support the 'Go Nocturnal' theme, Nike customised key products within their Dri-Fit Technology range with reflective components.
The campaign delivered results beyond expectation but the true innovation existed in educating people how to run safely. Rather than talking about it, the strategy to educate through action by creating an event.
30,000 registrations in 48 hours. Mass sales of 'Go Nocturnal' night time Dri-Fit range. Growth in running culture and ownership of an annual event.