[2014 부산국제광고제 출품작] NIKE RUN THE CITY

 밖으로 나가 '진짜로' 달려라! 'NIKE RUN THE CITY' 

손가락만 운동하는 달리기 게임 더 이상 그만~!

2014 부산국제광고제 출품작인 나이키의 'RUN THE CITY'는  한국인의 75% 가 이용한다는 모바일 게임과 현실을 연결시켜 만든 '진짜' 달리기 게임입니다.

집에서도, 지하철에서도, 길거리에서도 많은 사람들이 고개를 푹 숙인 채 작은 스마트폰 기기에만 열중하는 모습 많이 보셨을 거에요.

항상 나를 대신해 캐릭터만 달리는 그런 달리기 게임, 터치하느라 내 손가락만 끊임없이 운동하는 그런  게임이 지루해져 버린 분~

이제 밖으로 나가 도심의 진짜 거리를 달려보는 건 어떠세요?

몸을 직접 움직이는 '진짜' 달리기 게임은 모바일 게임을 이용하는 많은 플레이어들에게 건강과 게임의 재미까지 선사했습니다. 

또 운동에 대한 강력한 동기부여도 되었구요.

 

RUN THE CITY는 달릴 수 있는 곳이라면 어디든지 게임 속 맵이 되고, 달린 곳으로 자신의 도시도 건설할 수 있는 현실과 가상을 넘나드는 게임입니다.

친구와 경쟁해  게임플레이를 할 수 있답니다. 게임에 빠지면 빠질 수록, 더욱더 몸을 움직여 건강해 질 수 밖에 없는 게임!

 

이 앱을 통해 실제 플레이어들이 달린 거리가 지구를 19바퀴를 돌고도 남는 거리라니 놀랍지 않나요?

   

   

Run the city는 NIKE+앱과 연동시켜 실제로 달린 거리를 측정해 진행되는 형식으로 기존의 NIKE+앱 이용자를 확보하고,

한국에서 가장 큰 모바일 메신저 기반으로 게임이 서비스되는 '소셜 게임'으로  많은 참여를 이끌어 냈습니다.

나이키와 건강함, 운동이란 이미지가 더욱 강하게 브랜딩 되는 효과도 얻을 수 있었구요.

 

'진짜' 달리기 게임 Run the city 였습니다.

Brand | NIKE RUNNING 

Advertiser/Client | NIKE

Agency | JWT

Division | professional

Over 75% of Korean population play mobile games. And also, for the 20s who are Nike’s target, mobile gaming has become their daily routine.We tried to get them out of mobile games and give them the motivation to enjoy running.

 

We created the world’s first real running game, Run the City. As they go out to the world and run, their runs tracked by the Nike+ Running app become game points, and by connecting with a mobile messenger app used by over 90% of Koreans, they can enjoy running as a game with their social friends while taking and losing tracks.

For about 6 months,Run the City was downloaded 78,742 times, the number of average daily users who ran while playing the game was 750,923. It was ranked no. 1 on the App Store and Google Play one day after its launch. Through the real running game that gives the motivation to run 24/7 with the system of competition among social friends,we made people run over 893551km (enough to make a circle around the earth 19 times)