Nike Football

Mercurial Speed Room

Interactive

Mexico City

2016

Creativity

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Context

The Science of Speed

In the height of summer football fever, with two of the world’s most important tournaments underway —the Euro Cup and the Copa América Centenario—, Nike Football decided to globally launch the Nike Mercurial Superfly, their new boot models for the sport. They did so by featuring one of today’s best footballers: Cristiano Ronaldo. Concurrently, a series of interactive activities were held in major cities worldwide, and Mexico City was no exception.

Objective

The goal was to create an interactive installation that would allow potential consumers to experience the very essence of Mercurial: speed. The design of the installation needed to reflect the boots' construction —minimalist, with lightweight materials and a graphic traction pattern— and, most importantly, enable product testing before anyone else in Mexico.

Challenge

How could we achieve a product test that was true to Nike's innovative spirit, through a truly interactive installation that would also generate digital buzz?

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The Idea

Ultimately, we knew the best option was to create a space with cutting-edge technology where consumers could experience and test all the innovation behind the new Mercurial Superfly V and, above all, challenge their speed: a quality essential in football, with or without the ball.

In the Mercurial Speed Room, we pitted potential consumers against Mexico’s fastest player: Jürgen Damm.

Mercurial Speed Room

Are you fast enough?

Results

+1,000 product trials

In just three weekends, we achieved over 1,011 product trials.

Increased web traffic

We increased traffic to nike.com with over 753 interactions.

Great interaction

The trial was very well received by consumers, who returned multiple times to improve their times or take on the challenge, even if they weren’t football fans.

Digital amplification

Thanks to the photobooth that generated photos with the Mercurial filter and the invitation of influencers and digital media, we achieved a reach of over 850,000 impressions.

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