The narrative around the 2016 Olympics circulated around our top athletes Paola Espinoza & Ale Orozco.
The content we created was meant to portray the effort & discipline that athletes have to go through training rutines.
The idea was to inspire. a whole nation to move.
Was our key message to encourage consumers to move
and create a movement.
the conten was specific to also encourage people to work in teams.
to distribute with media outlets.
The vision was for people to discover their potential through
the athletes POV.
The content was design to let media extend our POV but to add layers
on top of it.
The daily grind for athletes was key to create great content.
Metrics for Mexico.
We acquired high impact OOH placements and displayed our narrative in CDMX Streets.
For frequency, we went with smaller placements that helped with reach.
We were present in most of CDMX hotspots as malls and parks.
Public Transportation was also key to be present as more than 5 million daily users go through the metrobus stations
We also leveraged our athletes alongside
Nike´s global athletes.
A small idea made a huge impact in the streets of one of the most popular neighborhoods in CDMX. Col. Condesa
We created a race track in Amsterdam avenue were people naturally go to run.
Tons of people were out running on a daily basis and people asked the brand to leave the light installation permanently.
We created social content to encourage consumers to come move with us and having a local flavor did wonders as engagement increased as consumers saw local imagery had been used to promote the NRC and NTC Challenge.
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