Challenge:

Get people in Mexico City moving and improving their health

Objectives:

Make the 12 most important neighborhoods run and add their miles through Nike+ app Get non-runners on board

Strategy:

We enabled non-runners to add mileage through a fun alternative

Execution:

Non-runners could add miles by ordering pizza, as they were delivered by runners who donated their miles to the participating neighborhoods.

Outcome:

We not only enabled non-runners to help their neighborhoods, but also inspired them to put on their sneakers and run themselves

PR:

Our execution was fueled by some of the most important media (press & digital). We wanted people to perceive Nike as a brand interested in their consumers' (and people in general) health.

We spoke to those who are usually invisible to sports brands, and enabled them to participate, turning them from passive viewers to active players, helping them realize that they can be athletes too (after all, Nike's motto is: if you have a body, then you're an athlete) and encouraging them to further help their neighborhoods by running themselves.

- 100% positive mentions in social media through the HT #Running Delivery

- Trending Topic during the first day of deliveries

- 250+ direct mentions in social media

- 60 pizzas delivered to 60 new potential runners