Nike Born Mercurial

Nike Born Mercurial

Summary: Nike were looking for an agency to enhance their "lift and learn" interactive 85" touch screen experience in Sports Direct Oxford Street in-line with their new campaigns and boot launches. I was the experience lead from initial client pitch through to completion of three consecutive campaign experiences. I improved on their KPIs with each campaign, which garnered attention from Nike HQ in Amsterdam, most notably from Nike Running. Their KPI's were based around social interaction and data capture. The following outlines some of my journey for "Born Mercurial". Experiences were live on Oxford Street for a total of six months.

Summary: Nike were looking for an agency to enhance their "lift and learn" interactive 85" touch screen experience in Sports Direct Oxford Street in-line with their new campaigns and boot launches. I was the experience lead from initial client pitch through to completion of three consecutive campaign experiences. I improved on their KPIs with each campaign, which garnered attention from Nike HQ in Amsterdam, most notably from Nike Running. Their KPI's were based around social interaction and data capture. The following outlines some of my journey for "Born Mercurial". Experiences were live on Oxford Street for a total of six months.

Summary: Nike were looking for an agency to enhance their "lift and learn" interactive 85" touch screen experience in Sports Direct Oxford Street in-line with their new campaigns and boot launches. I was the experience lead from initial client pitch through to completion of three consecutive campaign experiences. I improved on their KPIs with each campaign, which garnered attention from Nike HQ in Amsterdam, most notably from Nike Running. Their KPI's were based around social interaction and data capture. The following outlines some of my journey for "Born Mercurial". Experiences were live on Oxford Street for a total of six months.

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Initial thoughts

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Creating experience pillars

Where possible I try to include behavioural theory in my work, this resonated well with the client.

Creating experience pillars

Where possible I try to include behavioural theory in my work, this resonated well with the client.

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Experience Loop modelling

The experience loop is a great way of mapping an entire experience. It's power lies in encompassing both digital and physical touchpoints in one view. Overlaying behavioural theory onto it allowed me to highlight behavioural areas to push so the customer would be likely to meet the KPIs.

Experience Loop modelling

The experience loop is a great way of mapping an entire experience. It's power lies in encompassing both digital and physical touchpoints in one view. Overlaying behavioural theory onto it allowed me to highlight behavioural areas to push so the customer would be likely to meet the KPIs.

Nike Experience Loop

Conducting instore tests

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Mockup of final Mercurial proposal (overlayed on previous campaign)

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Wireframes

Entrance screen (post video)

To capture the attention of customers as they walk past the screen I decided to show a video (shown at the top of this page). Working with Nike afforded the ability to work with some great creative assets, I was given access to their global creative servers and chose which assets to use.

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Face capture

A key selling point was allowing the customer to "become Mercurial" after seeing their mates Mercurial shots. Taking their picture in-store was a brand new concept and was a key part of the incentive for using the experience in the first place. It created intrigue at the beginning of the experience which encouraged them to reach the end to see what we'd do with the photo.

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Question set

Quick and punchy questions with large tappable areas made it incredibly simple and highly engaging to use. This was crucial in maintaining the momentum within the experience.

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Data capture

Data capture was a crucial KPI for Nike so I leveraged the behavioural theory principle "sunk cost effect" to encourage the customer to complete the process by entering their details. The premise of this effect is that by this point the customer is so far into the process that it feels like more of a hindrance to leave the process now than just enter their details. By this point the customer really wanted to know 1) What their photo would be used for and 2) If they were "Born Mercurial" or not.

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Final screen

The final screen was where we revealed their face with the Born Mercurial stamp and told the customer that they were "Born Mercurial". This was the pinnacle of the experience so therefore it was important everyone became "Born Mercurial" by the end. To add another level of intrigue, depending on which answers you selected you might end up being Mercurial black or the normal Mercurial (red), this added another layer to the experience. This link to the boots was fundamental for Nike, we didn't just want to leave them there without a nudge to purchase.

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Instragram shot emailed to user

One of the key selling points around this experience was the customer's ability to add the Mercurial stripe across their face (becoming "Mercurial") and see it on the wall mounted screen in Sports Direct for one minute. Social engagement increased as we emailed the customer their unique face shot, and encouraged the user to take a photo of their face shot on the wall before it was too late.

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Ongoing optimisation

I then observed how customers were interacting with the experience, taking special note of where they were dropping off. I then brought these learnings back to base and after tweaking the experience flow, saw a four-fold up-lift in data capture every day.

Ongoing optimisation

Seeing the users engage well with an experience I had created was an incredible feeling, after all the hard work. Not wanting to leave it there I observed how customers were actually interacting with the experience, taking special note of where they were dropping off. I then brought these learnings back to base and after tweaking the experience flow, saw a four-fold up-lift in data capture every day, much to the client's pleasure.

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Say hello!

phil@verheul.co.uk

Say hello!

phil@verheul.co.uk

 

07590077829

07590077829