Just do it
One of the most important rules in Marketing is: Think global, act local.
And the campaign today is illustrating this approach in a brilliant way.
Nike created a pop-up soup shop in collaboration with a Cantonese soup house in Guangzhou, China located on Ersha Island, known as a popular spot for local runners in Guangzhou. This is part of Nike new campaign with the Chinese Olympic sprinter Su Bingtian.
This campaign not only creates bridge between Cantonese soup culture and the spirit of sport, but also creates an emotional connection with Guangzhou runners, speaking to their language in the frame of their culture.
The concept is after a run the visitors to recover by enjoying a healthy herbal soup, filling their body and soul with a natural energy so that they to keep on “just do it”.
To each custom bowl of soup there is a special designed Nike spoon in a shape of the brand logo and special brandings in line with the communication strategy of the campaign.
The concept of this initiative is including also:
- Every runner who completed a 3 km run between 15 and 23 November to receive a free soup after presenting a screenshot, proving his running distance. This is valid for the first 50 persons per day.
- Apart from this, participants who complete 9.83 kilometers can take part in an additional lottery.
And here is how it looks like.
Enjoy!
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Love, Kameliya
