By creating inspiring content for each launch city, we add a different dimension to the product communication during launch. Make the FuelBand the most desired product in town with instant, vibrant and local content. Identify the right energy moment in each city to distribute it, and connect to the mobile, moving consumer.
While the FuelBand SE keeps track of your movements, the NikeFuel Guide challenges you to get active anywhere at any time. This marks the moment inspiration becomes enablement. The motivation is on your wrist: get going. Alongside the Guides we released three exhilarating films – one for each city – mixing together sports, culture, art and lifestyle.
The Guide boasts city maps combining local events such as NTC classes, Nike Run Clubs and even ping-pong meet-ups with exclusive competitions throughout the city to reward the most active movers. In Nike retail locations, digital NikeFuel Guide screens inspire customers to join the NikeFuel community.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.