The Nike Locker Room, a projected created by digital marketing Razorfish Hong Kong, won the Global Smartie Award (Mobile Website) in New York.

“Nike Locker Room was an ingenious, creative solution to a unique business problem, sneaker speculators, which transformed the Nike retail business and gave power back to Nike brand fans,” said Daniel Bonner, Razorfish Global Chief Creative Officer, who accepted the award in New York City on behalf of the team.

Razorfish Hong Kong was the only APAC agency to be nominated in the Global Smarties Mobile Website category, and was cited for blazing new trails and exhibiting bravery and innovation across the competitive mobile marketing ecosystem.

The company explained that sneakers are hot property in Hong Kong, and shoe speculators used to be present at every Nike product release. The team who worked for the Nike Locker Room project were tasked to connect with and recruit sneaker enthusiasts in Hong Kong, to cut out the speculators, and allow Nike to engage, via mobile, with their community by placing their products directly in the hands of the target market.

Razorfish Hong Kong was the only agency from the Asia-Pacific to be nominated in the Global Smarties Mobile Website category. It was also named Global Agency of the Year, an award given to the agency that has best incorporated mobile marketing as an indispensible part of the marketing mix for clients.