R/GA London

Core disciplines: Digital, Mobile

NikeOnDemand from R/GACreativeBrief on Vimeo.

Nike On Demand

Decades of athlete data showed us that the hardest thing for athletes is staying on track. So we created Nike On Demand: a human-driven 1:1 service on WhatsApp that keeps athletes engaged over time, adapts to their needs on the fly and connects them with the best of Nike: everything from 1-on-1 training with professional athletes to VIP access to sold out Nike experiences.

Inside the Nike On Demand Service Centre, Nike experts, coaches, trainers, etc. cross-referenced messages with users’ app activity data to determine which nudges saw the greatest behavior change.

Over 6 weeks Nike On Demand enabled 240 athletes to take their game to the next level, exchanging over 22K messages and connecting athletes with pacers, trainers, run coaches, reminders, private classes, 1:1 sessions, training plans, playlists, app challenges, product trials, VIP bookings, coaching tips, and a whole heap of ass-kicking motivation.

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