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Interactive Annual 16:
advertising

NikeiD.Generator

Launch Movie

“I liked the very personal way the generator customized the sneakers, and the interaction and visual design made the experience genuinely fun.” —Ingrid Bernstein

“Immersive, large-scale interactivity done right in a retail space and a nicely-executed fusion of physical, print and interactive design. The experience is perfectly tailored for the fashion-conscious consumer who appreciates all things ‘custom.’ A great concept.” —Nikolai Cornell


Overview: To drive mass traffic to NikeFukuoka, the first Nike flagship store in Kyushu (a long distance from Tokyo), this experience delved into the identities of the people in the city by offering them a customized experience. Set up at NikeFukuoka to excite the audience inside and outside the store, NikeiD.Generator played a central role in spreading buzz by focusing on a core insight of the people in the area, “I love my identity.” The in-store experience consisted of interactive digital signage with a color-analyzing camera that extracted the colors of the customers’ clothes and transformed them into a color palette that was used to create one-of-a-kind NikeiD-designed shoes, stickers and wallpaper—in real time.

  • • Twenty people worked on the project from the initial planning to the launch, which took place over a tough two-month timeline.
  • • Driving traffic to the store was only one half the goal, the sticker generator was set up on the third floor to drive customers through the building.
  • • Over 18,000 people visited NikeFukuoka during the four-day-campaign; 95 percent of them left the store carrying their original stickers.

Comments by Shunsuke Kakinami

Is the audience you were targeting a particularly difficult one to reach? “No, because our thoughts are the same as the thoughts of our audience: ‘I love Nike.’ We realized that if we could create an idea that got us excited, that the audience would naturally become excited along with us. Believing this, a group of child-like adults excitedly discussed many ideas until late, every night.”

Did you learn anything new during the process? “It reconfirmed our conviction that what we should be creating from now on are experiences and not ads. Exciting experiences turn consumers into propagandists. Exciting experiences build friendships between consumers and brands. Exciting experiences leave physical memories with consumers. In the end, a great experience can make both the consumer and the brand happy.”

How did time constraints affect your final solution? “We hardly slept before the launch because of the time constraining development. Instead, we devoted ourselves to midnight snacking to recharge our sleep-deprived bodies. By launch day, we were a group of plump adults.”

Credits

Yasuo Matsubara/Daisuke Suzuki, senior art directors
Shuhei Tsuji, writer
Kazz Ishihara, associate creative director
Hideki Watanabe, creative director
Seiichi Saito, interactive creative director
Daito Manabe, programmer
Ken’ichi Iida, Flash programmer
Akira Miyashita, exhibition developer
Toru Terashima, technology director
Toshiya Matsuura, illustrator
Shunsuke Kakinami, senior producer
Satoshi Inoue, executive producer
rhizomatiks/Root Communications, production companies
beacon communications k.k. (Tokyo, Japan), project design and development
Nike Japan, client


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