Getting a place to live and a guy to marry is my top priority in life.

Nike Women (Hong Kong) | Planning/Strategy

/Challenge
Hong Kong had the most expensive residential property market in and a very low male-to-female ratio. (84 males per 100 females in HK vs 111 males per 100 females). How to convince the ladies in the city to put more effort in fitness when their top priority is almost impossible to hit?


/Strategy
“To be honest, that is not a problem a marketer can solve.” We told our client when we got the brief.

Then we did a round of quick research on consumer tension and marketing opportunity, before proceeding to strategy.


/Challenge 2.0 
Hong Kong is a result-driven city, so it is often for women to see sports using the same lens. However, if we focus on the result, sports became a boring routine. The sports gears are indifferent. 


/Strategy 2.0
“How about the time when doing sports with your BFF? Or your date?” The respondent's face immediately lighted up.

Simply adding the social element to sports, it became an enjoyable and unique process. And when you are aware you are going to do sports with someone you care, the gears is critical — it is a conversation starter, a confident booster, an experience elevator.

That year, our marketing effort focused on conversation, connection, and community.