Title | ADIDAS TEMPERATURE DISCOUNT |
Brand | ADIDAS JAPAN |
Product / Service | CLIMA COOL |
Category | A08. Broadcast Design and Graphics & Digital Design |
Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
Entrant Company: | TBWA\HAKUHODO Tokyo, JAPAN |
Design/Advertising Agency: | TBWA\HAKUHODO Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kazoo Sato | TBWA HAKUHODO | Exective Creative Director |
Hideyuki Tanaka | TBWA HAKUHODO | Associate Creative Director |
Katsuhiro Shimizu | TBWA HAKUHODO | Senior Art Director |
Kaname Aratame | TBWA HAKUHODO | Experience Designer |
Nozomi Imaoka | TBWA HAKUHODO | Digital Planner |
Taro Sato | TBWA HAKUHODO | Account Director |
Yoshitaka Kobayashi | TBWA HAKUHODO | SP Planner |
Yo Kimura | TBWA HAKUHODO | Art Director |
Yoshitomo Hanada | TBWA HAKUHODO | Account Executive |
Mineo Mori | TBWA HAKUHODO | PR Director |
Yuki Fukui | TBWA HAKUHODO | PR Planner |
Shunsuke Nakamura | AOI Promotion | Producer |
Masashi Matsukura | AOI Promotion | Digital Planner |
Kousuke Egami | AOI Promotion | Production Manager |
Takahide Suzuki | AOI Promotion | Production Manager |
Koichiro Tsujikawa | Director | |
Nao Watanabe | Editor | |
Takaaki Yagi | Form Process | Designer, Flasher |
Yuichiro Suzuki | Form Process | Designer, Flasher |
Due to the biggest earthquake happened and nuclear plant disaster, after March 11th the entire country was depressed. In addition, the government forced major companies to save electricity especially the usage of air conditioner, Japan’s hot summer became hotter. adidas wanted to do something to cheer up this country and somehow own the Cool biz trend and have adidas at the center of this movement. We came up an idea to turn hot temperature into the consumer benefit, instead of hating the hot temperature, we wanted to celebrate it. Hotter it gets, cheaper you can buy adidas product.
Objective of this campaign was to own the Cool Biz trend due to the energy saving policy by government and have adidas at the center of this movement by celebrating this hot summer.
In retail environment adidas was trying to promote Clima Cool Biz style and adidas needed to come up something to drive traffic to retail and help increase sales of Clima Cool product. The adidas temperature discount was perfect digital contents that created a buzz and drove a traffic to retail store.
As a result, we have earned approximately 70Million JPY PR exposure with 0 investment for media. We had 40,721 visits to a micro site as of August 17th and already achieved KPI 30,000 visits by the end of August. Also approximately 1,000 people have shared our temperature discount website with their friend via facebook.