Nike FuelBand Wins Titanium Grand Prix at Cannes (Video)
June 25, 2012
Mobile made this year's Cannes Lions festival.
Project Re:Brief won the first ever Cannes Mobile Grand Prix award. And R/GA earned both a Cyber Grand Prix and top honors with a Titanium Grand Prix, for Nike FuelBand - the accelerometer you wear on your wrist to track activities and energy expenditure.
It's not the first time Nike and R/GA have cleaned up at Cannes, of course. The Nike + Running System won big a few years back. And in my book THE ON-DEMAND BRAND, I look at how the system (developed jointly by Nike & R/GA) helped Nike's share of the running shoe category skyrocket from 48% to 61% in just three years.
The evolution is striking.
"Nike + Running, when we did the first execution, started off as a marketing idea," Stefan Olander, Nike's vice president of digital sport, told reporters at Cannes. "It is not marketing anymore. It is how we run our business."
IE, the physical becomes digital or, as I write in the book, "products are the new services".
And it has served Nike well - both in business and in Cannes.
Kudos to all involved.
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