9 tailor made creative messages placed in strategic target hotspots in different guerrilla formats.

Some example of touch point- moment- message alignment:-Stickers in stoplights around university campus: You run to cross the stoplight as it is turning red. You’re a runner.-Posters and stickers in metro- university line: You run to catch the train. You’re a runner.-Mobile Projection canvas over facades at young hotspots: You run because you’re late to meet your friends. You’re a runner.-Pop up canvases on balconies near university: You run when someone steals your bike. You’re a runner.-Digital non conventional formats: You run when you’re peeing. You’re a runner. You run when someone steals your wallet. You’re a runner.

We got people’s attention in Barcelona…65% of our target (18-21 living in Barcelona) heard about this campaign (Aided awareness- Nike internal study)We converted attention into action…5,000 new fans in Nike Running’s Facebook page during the campaign1.543 uses of the Nike Running application in Facebook14,5M impacts in digital campaignWe got the media talking about it… News publicised in advertising and marketing sites. Advertorials in trendy magazines.