How do you encourage people to run in a city where it’s impossible to run? This was Nike’s challenge for Jakarta.

The streets are jam-packed, the side walks are non-existent and pollution is unbearable. Nike needed to make sure their story was something relevant to Jakartans.

Life in Jakarta isn’t easy, but the people of Jakarta are some of the most innovative you’ll find anywhere and have an innate ‘hacker’ mentality. So Nike put that to use and helped Jakarta to #BAJAKJKT (hack Jakarta for running). We did that by tackling 3 main areas to show how the city could be hacked for running:

1. The streets

2. The lack of space

3. Darkness in the city

The specific measurable campaign objectives were:

• Drive fame & talkability of Nike (measured by social media engagement)

• Get Jakartans running (measured by increased Nike+ downloads & Nike 10k race registrations)

Nike’s Just Do It is one of the most famous brand ideas. But it never fully landed in Indonesia, one of Nike’s key growth markets. A key indicator for Nike’s weak position there is that historically Nike 10k races struggled to recruit runners, Nike+ downloads were small, and social engagement has been relatively low.

Drive fame & talkability of Nike (measured by social media engagement)

• 20,000+ unique pieces of UGC using #BAJAKJKT. A 2,000% increase on submissions compared to Nike’s last UGC driven campaign in Indonesia.

• Facebook engagement rose 40% during the campaign

• 4,700 user images - Instagram

• 22,500 mentions – Twitter

Get Jakartans running (increased Nike+ downloads & Nike 10k race sign-ups)

• 10k Race sold out in record time - fully sold within 5 days, where typically it would take weeks.

• There was a 45% increase in NIKE+ downloads during the campaign period (versus 10% during previous campaigns)

We launched by proving that Nike was brave enough to reclaim the streets of Jakarta. We spray-painted iconic running symbols across the city’s streets. Running tracks, start lines, winner’s podiums, and more peppered the city. No traditional media was used, only the streets - the runner’s medium.

We tackled the lack of space with a building hack, the world's first projection mapping project using real-time data visualisation to broadcast a vertical race inside a skyscraper.

Next was darkness with the Lantern Hack, using light as a vehicle to make people move by hacking a 100-meter long installation consisting of more than 2,000 interactive LED lanterns activated by runners’ movements.

The activity culminated in the 10k Race – a non-traditional race using hacks and a celebration of the #BAJAKJKT journey.

All activity was accompanied by the hashtag #BAJAKJKT to link social – an important component when operating in the world’s most social country.