Brief - Girls ages 14 to 19 are statistically dropping out of sport at a higher rate than boys. Expand the NikePlus membership offer in 2020 to make it more appealing to this target audience. Consider how you will make NikePlus membership ‘unavoidable in her path’ and something that she deems ‘useful’ and will sign up to as a result.
Solution - One of the reasons that girls in this age group drop out of sport is is due to the fear of having to go alone and meet new people. Social media plays a big part in how this age group now meet people. Developing on from the current Nike Plus membership model, this campaign will provide safe meet up points and promote fun clubs and events to go to for the girls to meet one another. The app will enable users to connect with others going to the event so that they don’t feel like they are going alone.