The challenge was to promote the Nike Human Race in Istanbul to a population that did not see running as part of their sporting culture. The solution involved creating a paid-for media partnership including traditional advertising spots on TV, in newspapers, in magazines, online and on mobile with out-of-home activity on 150 bridges in Istanbul. Results were astounding with over 30,000 people applying to take part!
For three weeks Nike set up an urban race in which consumers could participate to win a new pair of the Zoom high performance shoes. The Bluetooth-enabled race started at an illuminated outdoor site up to 400m from the store featuring a line up of 21 new Zoom shoes and ended at the Nike stores. The fastest runner was given a pair of new Zooms and got their name placed in the illuminated site.
Our brief was to bring back ‘the magic of cola’ and re-establish a thirst for Pepsi. MindShare created a catchy consumer one-liner: ‘Oye Bubbly’ and needed to ensure that it was all-pervasive, irreverent and youthful.