Nike, Nostoras Corremos (We run), Havas Media Mexico
For Nike’s third installment of their women-only 10-K race in Mexico City, the brand wanted to keep momentum while also increasing the number of younger runners in a country with high rate of obesity. Like their ancestors centuries earlier, modern women have clans of their own and this shows in all aspects of their daily lives, even exercising; 70% of women say exercising is easier with a friend. Mentions on pay TV and radio got women talking about the race while insertions in magazines and guerrilla efforts in and around universities and parks increased interest. On Facebook, girls created groups, set challenges and invited friends to join. Nike achieved a 40% increase in the participation of younger runners and a 25% increase in the total number of runners.