Offer the most accessible and democratic way into sport. Bring down sport access barriers and elevate togetherness through authentic hyperlocal insights. In a city where social division is palpable, we’ve witnessed them coming together and lift up a city that collapsed in seconds. It is this power of collectiveness that we used to develop a full strategy to push sport forward in a city of crisis and division. Using the power of sport to bring Chilango’s a sense of collective empowerment back.
In the city of restless movement and hectic streets, some people still find it hard to engage in sport. Traffic, pollution, lack of access and lack of time are just some of the obstacles leaving sport aside from the Chilango lifestyle priorities. How do we flip the script and turn city obstacles into enablers of sport?
“Tiempo de ser Heroes” is a holistic gamified experience where the digital and physical worlds converge while bringing people together, moving towards one same goal: A city giveback from Nike to unlock sport access for everyone.
In a virtual space that replicates the most iconic and familiar areas in the City, People are invited to form a 4 people Squad and unlock digital and physical rewards for 6 weeks. Hyperlocal city elements and landmarks invite Chilangos to move and complete challenges while using minutes of movement as currency. A safe space where physical performance is not relevant, just the time you put into physical activity throughout your days. The more you move, the bigger collective reward.
This is the first activation where all Nike sport categories meet. Whether you like soccer, running, basketball, yoga or none at all, you are invited to discover the world of Sport in Mexico City when joining the Challenge.
And the first Whatsapp integration. Meeting our consumers where they are and offering a seamless integrated experience.
Minutes registered through NRC and NTC synced directly to the platform. Squads would collectively register minutes of movement to complete the City Challenges.
In 6 weeks, Mexico City logged 2.3 million minutes through NRC and NTC, unlocking the refurbishing of an iconic basketball court by Pigalle.