NIKE 6.0 MOTEL NO TELL

A three month brand installation and pop up retail location.

THE CLIENT: NIKE INC.

THE BRIEF

Nike’s action sports division, Nike 6.0 had the goal of blowing the doors off any experiential program that had ever been done before in the action sports market.

The brief was to build a collection of unforgettable experiences that truly resonated with its core consumers in a way that would reflect their authenticity and a commitment to their lifestyle.

THE EXECUTION

The Motel No Tell delivered product driven content and connected with the core audience through community based programming. It was designed to become an instant classic, staffed with local surfers to ensure it had the local vibe and familiarity required in such a tight knit community.

The retail environment championed the best 6.0 products and showcased the stories behind them and was complimented by 16 rooms and a central courtyard, the remodeled venue included:

Lobby, Internet Kiosks, Nike iD Gaming Arcade, Bedrooms stylized by artists and athletes, Patio / BBQ / Hangout Area, Guitar Center Music Room, Food Service Facilities, and Surfboard Storage

Programming throughout the activation included movie screenings, artist appearances, gallery shows, workshops, yoga classes, skin cancer screenings, product launches, athlete parties, ping pong tournaments, and BBQs. All of which were designed to connect the brand to the community.

In order to reach consumers and retailers beyond the Motel, we utilized a 1960 El Camino. The classic hotrod displayed 6.0 products and served hot eats…. complete with coolers and a grill built into the bed

THE RESULT

The success of the project can be measured by the impact that it left behind in the community.

The motel inspired, motivated and authentically connected Nike 6.0 and the extended surf community.

Impressions were not the goal; meaningful interaction was more important than frequency; Nike 6.0 went deep through targeted meaningful connection versus generic appeal.

Over the course of three months, there were over 5,000 visitors that experienced the motel first-hand, spending and average of 45 minutes onsite.

There were over 50 special events that took place during the campaign, with attendance ranging from 35 key influencers to 350+ attendees.

The campaign gained media impressions via local newspapers, surf publications, industry blogs and cultural websites and won two Ex-Awards for “Best Consumer Experience” and “Best Pop-Up Retail”.