Nike Reveals the True Nature of Runners
Dialog Solutions sets the scene for "Not a runner"
Dialog Solutions GmbH (DSG) has been given the responsibility for the strategic
placement of the surprisingly honest new viral campaign "Not a Runner"
by iconic sports brand Nike in cooperation with hardware cult brand Apple. The
clip uses the landing page nikeplus.com to advertise the new Nike + iPod Sport
Kit which lets the iPod nano translate one's running performance. DSG seeded
the video clip in a choice selection of specifically chosen German internet
forums, portals and communities. Official running time of the campaign is to
be four weeks, during which a video clip by the agency Wieden+Kennedy Amsterdam
has to prove how infectious it really is. Which seems likely in view of its
unusual approach ...
If you expect to see athletic, toned, sport-trained bodies performing in nature
as the brand Nike suggests, your expectations are blown away in the first few
seconds. "I’m not a runner", explains our protagonist in a British
accent. He sounds just like the mate you met at the local pub last night. The
camera takes his perspective as he runs through a dirty city explaining why
he dislikes running, something to which most of us can relate. By the end of
the clip he explains why he runs, another gem to which we can relate, especially
with him suddenly being shown by the camera. Quite right he reinforces "I’m
not a runner" to let the clip end with his voice over of the black screen
"...yet."
Via the landing page nikeplus.com the clip is to create awareness for the new
Nike + iPod Sport Kit that transmits the digital reporting of one's running
performance Laufleistung from the shoes to the iPod nano. To address runners
amongst the young and innovation seeking adult target group the DSG selected
German leisure forums and on-line communities of this target group. The tracking
of the campaign is monitored by the DSG developed on-line Viral Tracking Tool
OVT. The number of viewers and the dispersion rate of the clip are two of many
indicators measured.
Hamburg, 9 July 2007
›› please download the clip here...
