With Whatsapp messages replacing phone calls, Instagram likes driving our self-worth and Facebook posts replacing real human interaction, how can we truly connect in a digital world?
Back in 2012, Nike gaves us a master class in brand connectivity with their NikeFuel Station at Boxpark.
The concept of using digital technology to enhance physical performance and product experience is nothing new for Nike - they’ve been working with Apple since 2006 to create synced products. But with the Fuel Station concept, they merged the digital and the physical to create a truly connected and customised consumer experience.
NikeFuel Station (Cannes Lions Silver, 2012)
Using personal data harvested from their [now defunct] FuelBand wearable activity tracker (Nike pulled out of creating their own hardware in 2014, in favour of pursing software alone), the digitally enabled retail space was able to recommend specific products suited to an individual’s unique physical activity. After receiving their recommendations, consumers were then able to try on and physically experience the product within the retail space, then approach ‘digital mannequins’ to see the product in action and learn more about key features.
Joining the dots by removing the distance between data, personalisation and physical retail was certainly an innovative and smart move on Nike’s part, but the real charisma comes to life in the execution.
By placing the Fuel Station in Boxpark in Shoreditch, Nike placed themselves in the centre of the urban running community’s stomping ground. Fueled by a desire to connect with themselves, each other and the city; London’s running crews were the perfect vehicle to help Nike to connect with their consumers. In tapping into a real-life human community, rather than a digital one, Nike were able to harness the respect and trust that comes from word of mouth and genuine human connections.
So when it comes to charisma, it’s all about connecting for Nike. Sure, connect your digital and physical offerings, but do so in a way that is truly human if you really want to join the dots.
By Elissa O'Brien, Senior Brand Strategist, jkr London.
NikeFuel Station (Cannes Lions Silver, 2012) Agency: AKQA / Onformative
