Results and Effectiveness:
We know we inspired millions of people from all of the purchased, owned and earned media impressions across all of the channels where we broadcast the stories of hope.
The quantitative results of this campaign are very special. Nike generously gives all proceeds from the Livestrong product line to fight this deadly disease through the Lance Armstrong Foundation.
During our campaign, Livestrong sales increased 46% and Nike donated over $4 million to Lances fight against cancer; pretty special.
And our friend the Chalkbot received over 23 thousand messages to be chalked on the roads of France.
Creative Execution:
We were inspired by what happens in France during the Tour de France when spectators chalk the roads to cheer on the riders. We thought, why not take all of the messages of hope we were collecting virtually in the United States and physically chalk the roads of the Tour to inspire Lance. We thought this would create positive disruption for cancer awareness.
The robot we invented to make this dream a reality is the Chalkbot. Consumers sent messages of hope to the Chalkbot via SMS, Twitter, In-Banners and it chalked those messages on the roads of the Tour. Once a message was chalked, the Chalkbot photographed the message and sent the picture back to sender. The photo was placed in a digital gallery for web-users to witness the energy of this community.
The United States television network, Versus, agreed to integrate the Chalkbot into its live Tour coverage to broaden awareness.
Insights, Strategy and the Idea:
We used Lance Armstrongs comeback story and the reason he was coming back as the lightning rod of inspiration. It wasnt about winning the Tour de France. It wasnt about money. It was simply about fighting cancer and inspiring people to do their part.
The communications insight was built around how one man cant fight this deadly disease by himself. Everyone needs to do their part in inspiring each other to live a better life. And that challenge encouraged participation and sharing.
We asked consumers to share with us their stories of hope. Those messages were collected and broadcast virtually and physically. That was the power of the campaign. The stories of hope from everyday people became the inspiration of this movement via the Chalkbot on the roads of the Tour, the pages of Wearyellow.com, the banners across the web, and the social channels of Lance, Nike and the LAF.
Credits
Type of entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Advertiser: NIKE
Product/Service: LIVESTRONG APPAREL
Agency: WIEDEN+KENNEDY Portland, USA
Global Brand Connections Director: Todd Pendleton (Nike)
US Media Director: Dave Genel (Nike)
Brand Connections: Melissa Schoenke (Nike)
Account Supervisor: Dianne Villarreal (Wieden+Kennedy)
Executive Interactive Producer: Marcelino Alvarez (Wieden+Kennedy)
Art Director: Adam Heathcott (Wieden+Kennedy)
Creative Director: Tyler Whisnand (Wieden+Kennedy)
Media Supervisor: Emily Leonard (Wieden+Kennedy)
Media Planner: Destinee Scott (Wieden+Kennedy)
Associate Media Director: Alex Barwick (Wieden+Kennedy)
US Broadcast Buying Director: Seth Zarkin (Wieden+Kennedy)
Media Planner: Christopher Grant (Razorfish)
Account Director: Charlotte Cashill (Razorfish)
Planning Director: Paulo Ribeiro (Wieden+Kennedy)
Group Media Director: Daniel Sheniak (Wieden+Kennedy)
Creative Director: Danielle Flagg (Wieden+Kennedy)
Art Director: James Moslander (Wieden+Kennedy)via www.coloribus.com
