Brief: To reach consumers in new channels with a rich media online advertising campaign that brings the experience to life for runners everywhere

The objective of the campaign is to convert product awareness into registration by showing the target audiences why they should be part of Nikeplus and the benefit they will get from running with Nikeplus. The ads will also encourage consumers to connect to the website and become part of the energetic Nikeplus community at nikeplus.com.

Strategy To focus on conversion, rather than awareness by implementing a cross-channel approach that:

- Encourages trial (real or virtual)

- Removes barriers to purchase

- Enables peer referral

Solution: The rich media campaign, aimed at both young emerging runners and core/experienced runners recreates the Nikeplus experience around the idea of a virtual run.



Execution: ëVirtual Runí designed in 1 format - expandable leaderboard. The creative for this ad offers an interactive virtual trial ñ as close as the user can get to a real Nikeplus run without leaving their computer. The banner allows the user to experience the key features of Nikeplus by interacting with an on-screen iPod Nano and a 1st person perspective interactive video of a run. This execution is an innovative, rich media solution that technically pushes the limits of streaming video and interactivity within expandable online banner ad format. Again, this bannerís aim is to drive traffic to www.nikeplus.com.