160, 000steps, 1 10k `We Own The Night`,

THE PROJECT
Client: NIKE
Year: 2014
Tags: #marketing #experientialmarketing
#brandalignment
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AN OVERVIEW
CRAVE’S OBJECTIVES
For global brand, Nike, keeping up and engaged with
target markets is no mean feat – there’s only so far that
ground breaking TV ads and World Cup alignments can
go, especially when it comes to engaging with both
sexes!
Bring together a group of influential and inspirational
young women, engage and immerse them in the Nike
brand, securing them as long-term ambassadors of
Nike, to represent the brand locally, digitally and most
importantly, on the global platform.
Between the sneaker-rocking, gym-going, appareldonning consumer, and the globally successful Tinie
Tempah, Jessie J, Elli Goulding and for good measure,
Mr K West, there is a world of very loyal Nike fans who
influence their immediate sphere significantly, aptly
named… Influencers.
Through the success of such an initiative, Nike ensure
that their brand message trickles through to their target
markets seamlessly and, uniquely, forging communities
with Nike at the heart.
THE BRIEF
“DRAW UP A FLEXIBLE 12 WEEK
PLAN WITH SOME COOL IDEAS
AND A NIKE PT”
And so commenced a demanding 12 week training schedule,
a 10k run at We Own the Night, with a sprinkling of panaromic-view
breakfasts and michelin star dining to boot.
THE G
CLARA
IRLS
AMFO
You
may
have
spin
ning
h
reco eard he
mon
r ma
rds o
ths,
king
n
o
BBC
r mo
ears
joke
’s Ra
ons
of o
s an
d
v
a
d
er 2
io 1X
go a
inte
rview
milli
t KIS
tra i
on l
n re
ed a
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isten S FM bl
cen
spec
wn
t
essi
e
r
a
s
t
r
n
r
tists
wee
um
g
Britn
t
h
of th
k
inclu
e
ey S
e wo ly. She’s
ding
pea
Bieb
rs, P
rld’s
Alici
er, D
harr
a
best
K
r
eys,
ake,
ell W
Mar
y J.
L
Nick
i
Blige
i Min lliams, S ady Gag
.
pike
a,
aj, J
enn
L
e
e, Ju
ifer
Lop
ez, a stin
nd
AJ OD
UDU
Ente
rta
inclu inment
pres
de e
ente
very
Sky
r wh
thin
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g fro
ose
T
V
cove
to T
acco
m th
he I
rage
e
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sle o
iants
, Re
s
Fest
lent
f
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ival,
W
4
i
less
, BB
ght
Wi
C,
inte
Fest
Free
rview reless a
i
z
v
a
e
l Liv
Fest
nd L
ing
Bran
e
i
v
o
g
a
v
l
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oba
ebo
, Re
d, R
l
a
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usse
supe
. Wh
ding
& Ke
ll Cr
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r
s
n
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rs in
ou’ll
s no
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, all
clud
find
ing
t
of th
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n
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Russ
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patt
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ell
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rry P
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o
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rS
arvin
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ast
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from port Re
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GEOR
GIA LA
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evo
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, Mu
s is
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not
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rgin
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oes.
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Med
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And
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ats w V
ut C
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D
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W
e.
and
CONCEPT
DEVELOPMENT
RESEARCH
After thorough research into current fitness successes,
as well as delving into the newest trends currently
breaking on to the proverbial circuit, CRAVE curated
an unique 12 week programme. Poised to match Nike
objectives while simultaneously providing a mixture
of the exciting and the challenging, this 12 week
programme encompassed impressive tailor made
training sessions as well as a host of Instagram worthy
activities that go beyond the gym.
“LET’S CREATE A TRAINING PROGRAMME THAT
WILL MAKE US ENVY ANYONE TAKING PART”
EXPERIENTIAL
MARKETING
One CRAVE
outlined objective
for the campaign
was to ensure that
all involved felt and
understood the core
beliefs of the Nike
brand. Extending
the schedule to
comprise more
than just training
sessions was key to
achieving this –
after all,
NTC TRAINING
SESSIONS
1 DEDICATED NIKE PT
Rowing, ballet and boxing
extraordinaire Kezia Lopez
put the group through their
paces with full body NTC &
running sessions. Employing
sessions and styles designed
for her usual athlete level
clients, combined with the
weekly NTC she leads for Nike
London, there was no time to
lean against the wall on this
program.
With Nike’s own well
developed training sessions
offering a mixed range
of training styles, it was
imperative that NTC was
worked in to the schedule;
providing the girls with an
asset they understood to
support them through
training well after the
scheduled 12 weeks.
1 BESPOKE
NUTRITIONAL
CONSULTATION
what is
a brand
except the
emotive
relationship
it inspires
within
its target
market?
TED TALKS RADICAL BEAUTY
With over 20 years experience
in nutrition, PT & yoga, Zana
Morris knows a thing or two
about the impact of a healthy
diet. When she’s not running
the four London gyms she
owns, she’s advising media
and magazines on all things
nutrition. In preperation for
a challenging schedule and
a 10k run, Zana advised on
nutritional best practice.
Thought provoking and
consistently tackling relevant
issues, TED Talks provided
a welcomed break to the
training programme in the
form of a mindful discussion,
Radical Beauty. Well versed in
the pressures of being in the
limelight, a fresh perspective
from globally famous Albino
model Shaun Ross was found
inspiring by all.
THE SAVOY GRILL
THE BULGARI SPA
A 12 week schedule without
a dash of the excellence that
Nike encompasses? Of course
not. An appropriate number of
bodies buzzing around them
and a selection of the finest
food at Gordon Ramsay’s
Savoy Grill ensured that
celebrations were enjoyed by
all at the completion of We
Own The Night 2014.
The decadent and
exceptionally exclusive Bulgari
Spa in the heart of London
provided the much needed
and well deserved pampering
to draw the schedule to a
close. An afternoon of relaxing
at the vitality pool, followed
by a bespoke Bulgari massage
to rediscover some calm and
tranquility. Perfect!
MARKETPLACE
SYNERGY
Identifying the very best in well established and trending
fitness movements that hold the same values as Nike,
CRAVE onboarded a cherry-picked selection of gyms
and spectacular spaces which shared marketplace
synergy. Keeping in mind the focus of the programme
on 20-somethings, the objective was to create a
varied timetable of enviably exclusive destinations and
gratifyingly adventurous classes.
Offering training
sessions open only to
Bulgari Spa members,
Bodyism offer their own
Signature programme
aiming to deliver a long,
lean, healthy body.
Concentrating on lifestyle
alongside training,
Bodyism provided a great
ending to the schedule,
advising the girls on
upkeeping their fitness
and well-being lifestyle
post the intense 12 week
programme. With fans
including Elle McPhearson
& Rosie HuntingtonWhitely you can’t fail to
feel that you’re training
among the best.
A dark room, neon
legs and core muscle
lighting and a studio
groups for a 45mins
quality sound-system
session is intense, for
pumping a carefully
some serious calorie
selected throwback
burning. Followed swiftly
Hip Hop playlist come
by a Recovery Shake
together to create a fun
at Boom’s fuel bar -
and professional club-like
maximum efficiency,
spin space. Exhausting
minimum faff!
A ‘temple of wellbeing’
endurance and strength
with innovative and
ahead of WOTN, followed
imaginative programming,
by the Equinox signature
Equinox is one of a
‘RX Series’ to massage,
growing number of super
mobilize and maximize
gyms in London. With
the performance of
Nike PTs in house, the
muscles. No wonder
girls enjoyed a tailor-
Barack Obama is a fan,
made running session
he’s ‘running’ a country…
intended to work on
stride, cardiovascular
A-top the luxurious ME
schedule. A sunny May
London Hotel opposite
morning, a vigorous
Somerset House is the
tabata based session,
Radio Rooftop Bar.
followed by breakfast
Offering up unrivalled,
to refuel, delivered
spectacular panoramic
an impressive session
views of the city, the
at the site of the first ever
stylish and elegant
BBC Radio broadcast.
space was cleared
Rather nice for the DJ’s
to accommodate an
in the group.
exclusive session for the
CONCEPT
EXECUTION
Relying on thorough research, CRAVE provided a
bespoke schedule walking the line of serious training
and striking experiences, incepting creative solutions to
logistical hurdles and supporting the in-house Nike team
week on week to ensure the necessary outcomes.
In doing so, CRAVE successfully developed and
executed the training programme for Nike’s newest
influencers to secure their engagement and
commitment to the brand whilst in turn, conveying key
Nike brand messages to the related audiences.
INCEPTION AND DEVELOPMENT OF A VARIED AND EXCITING ON BRAND
12 WEEK TRAINING AND ACTIVITY SCHEDULE
EXECUTION OF ALL ASPECTS OF THE SCHEDULE
COMMUNICATION AND RELATIONSHIP MANAGEMENT WITH ALL BRANDS, VENUES AND EXPERIENCE PROVIDERS
MANAGEMENT OF ALL LOGISTICS ACROSS THE SCHEDULE
CREATION OF FULL ARTWORKED SCHEDULE FOR NIKE AND THE GIRLS INVOLVED
CREATION OF WEEKLY ARTWORKED ‘REFRESHER’ ONE SHEETS FOR EASE OF COMMUNICATION
4 women, 9 locations, 92 days, 52 litres of water consumed,
140, 000 beads of sweat, 62 towels,
160, 000 steps, 1 10k ‘We Own The Night’,
241k combined social media reach
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