A striking new Nike campaign in Mexico, called ‘Juntas Imparables/Together Unstoppable’, aims to boost physical activity by recruiting women to team up and participate in a six-week, app-based sports challenge.
This parallel marketing campaign and brand event aim to unite the strength, confidence and passion of all Mexican women in order to demonstrate how sport makes us stronger.
This is a female call-to-sporting-action, created in harness with long-time agency Wieden+Kennedy, aims to inspire viewers to sign-up in four-woman squads compete to accumulate activity minutes.
The sportswear behemoth encourages Mexico’s women to partake in physical activity in general and the brand challenge in particularly with a dynamic, spectacular TV spot starring famous female Mexican athletes – including footballer Nayeli Rangel, boxer Mariana Juárez, Olympian Paola Morán, gymnast Alexa Moreno and basketball star Casandra Ascencio – running through Mexico City’s streets.
The women face down a series of challenges – from traffic chaos to wolf-whistling builders – to demonstrate that the challenges facing women today can be met and conquered.
The ad includes the rallying call: “This is our moment. Let’s move the city. Join the challenge at https://nike.com”
The challenge itself runs across Nike apps and through the challenge the teams are coached by a Nike representative through WhatsApp.
It begins on 10 September and finishes on 19 October and during this time the aim is for the women’s teams to sign-up, log and track their physical activity via the Nike Training Club or Nike Running Club apps.
Individuals on the teams can perform a range of different sports or exercises to add to the team’s combined efforts.
Nike is also offering team’s support via a WhatsApp chat group which links them to a Nike representative who will provide coaching and guidance.
Groups can monitor progress and competitive positioning versus other teams on the live leaderboard on the Nike Imparables site.
Nike also promises that each exercise minute recorded for Juntas Imparables will be put back into public schools and community organisations as a part of its Made to Play programme (created to help Mexican children live happier, healthier lives).
Essentially, for every minute logged, Nike Mexico will fund another minute of play or exercise in collaboration with the NEMI foundation next year.
The incentive for teams to participate?
The winning quad gets a one-year Nike sponsorship!
Comment:
This campaign weaponises the audience and is a girl power engagement initiative is essentially a tactical approach to increase Nike app downloads.
Which the brand hopes will have a knock on sales effect: after all, the Nike app is packed with purchasing opportunities.
We love it!
An admirable purpose, a great TV spot, smart use of new tech, camaraderie and communication and a linked cause strand.
What’s not to admire?
Plus it addresses a genuine need and gender imbalance.
A recent University of California (San Diego) study shows that Latino women typically receive little encouragement and often actual discouragement to undertake physical activity.
Indeed, 47.8% of adult Latino women say they never engage in any leisure time physical activity.
Nike’s initiative aims to tackle this reality and encourage Latinas to challenge these obstacles.
Indeed, even the act of exercising in a groups is designed to provide mutual support, encouragement and inspiration and to make them accountable to one another (and the Nike WhatsASApp coach means they are also somewhat accountable to an external partner too).
Links:
Nike
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
Wieden+Kennedy
