| Title | Go BKK |
| Agency | Bartle Bogle Hegarty Asia Pacific |
| Campaign | Go BKK |
| Advertiser | Nike |
| Brand | Nike |
| Date of First Broadcast/Publication | 2019 / 4 |
| Business Sector | Sneakers / Athletic Footwear |
| Story | We turned the city of Bangkok into a real-time running game. The moment you step out of your house, and switch on your Bluetooth, it’s game on. Like Mario Bros, but in the real world. The more streets you explore, the more tokens you collect. The more tokens you collect, the more rewards you unlock. We even motivated you to explore more of the city via surprise missions. Making every run a different one. The Tech: By spreading 200 beacons across streets, parks and alleyways, we could seamlessly connect all the runners in Bangkok at the same time. Working with LINE (Thailand’s biggest messaging app), we built an integrated platform inside their chat messenger. Which meant, anyone and everyone could be a part of the game without having to download any additional apps. |
| Problem | To launch a running shoe that makes run, fun, we turned the city of Bangkok into a real-time running game. The moment you step out of your house, and switch on Bluetooth, it’s game on. Like Mario Bros, but in the real world. The more streets you explore, the more tokens you collect. The more tokens, the more rewards you unlock. We even motivated you to explore more of the city via surprise missions. Making every run a different one. Local insight: Running in Bangkok is restricted to gyms. (Not fun) Or parks, where you’re running in circles. (Boring) A shoe that makes running fun needed an innovation that did just that. |
| Result | 15632 runners, 35,380 km run, 3,362,021 tokens collected in 15 days. |
| Media Type | Case Study |
| Length | |
| Market | Thailand |
| Executive Creative Director | Joakim Borgström |
| Creative Director | Xander Lee |
| Creative Team | Sudhir Pasumarty |
| Creative Team | Omar Sotomayor |
| Creative Team | Dillah Zakbah |
| Creative Team | Nikhil Panjwani |
| Creative Team | Jiarong Sng |
| Creative Team | Alexa Ong |
| Account Manager | David Webster |
| Account Manager | Sid Tuli |
| Account Manager | Ross Henderson |
| Account Manager | Anna Lorentz Production |
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