Title | DOG POOP INSURANCE |
Brand | SNEAKER FREAKER |
Product / Service | SNEAKER FREAKER MAGAZINE |
Entrant | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Entrant Company: | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Advertising Agency: | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Shingo Ichimura | Ogilvy&Mather Japan | Excecutive Creative Director |
Chris Gurney | Ogilvy&Mather Japan | Creative Director |
Satoko Takada | Ogilvy&Mather Japan | Creative Director/Copywriter |
Tatsuya Kuritsuka | Ogilvy&Mather Japan | Art Director |
Hiroki Nishimura | Director | |
Nobuaki Doi | Loki | Producer |
Yusaku Najima | Amana | Producer |
Hidetaka Kodama | Amana | Assistant Producer |
Kiyonori Saioji | Ogilvy&Mather Japan | Interactive Production Manager |
Keikei Go | Ogilvy&Mather Japan | Flash Designer |
Shigetaka Hashiguchi | Ogilvy&Mather Japan | Programmer |
Takakazu Aoyama | acube | Photographer |
Takeshi Furukawa | acube | CG Director |
Kazuhisa Maruyama | Loki | Cinematographer |
Shigeru Saito | Lightman | |
Yuki Iwase | Ambient | Casting |
Sakiko Fujita | Bellezze | Stylist/Hair&Make up |
Introducing a totally original insurance for Sneaker Freaks. To the fashion conscious consumers of Japan we introduced a product that safeguards their fashion investment – their Sneakers. As a nation of dog lovers, they do not love it when they constantly have to clean their soles. “Sneaker Freaker,” a magazine and web site devoted to sneaker lovers (i.e. sneaker freakers), has created an insurance policy called ‘Dog Poop Insurance’. Consumers are requested to vote online, the more votes the more ‘Sneaker Freaker’ will support the insurance claims.
‘Dog Poop Insurance’ YouTube video received over 30000 views from its official launch on 2nd March within a week. During the month of March, It ranked in the ‘Top 10’ on Yahoo Japan’s popular video ranking and within 3 weeks from its official launch, Google Search reached over 500000 hits. This effect was not only confined to Japan, with the video being covered by sneaker and fashion blogs from all over the world. The campaign recorded extraordinarily large buzz for an independent magazine. Woody, the founder of Sneaker Freaker, said, “it’s been the most successful campaign in the history of the brand”.
A viral video was developed that communicated the concept of ‘Dog Poop Insurance’. Uploaded onto our ‘campaign’ site and on YouTube, it had an embedded ‘vote button’ that would start test-marketing the insurance and would become live after 100000 votes. The voting results were displayed on the web site in real time. Moreover, in an attempt to expand buzz effectively, we linked the web site with Facebook, Twitter and Mixi (Japanese SNS). Magazine and in-store communication was also created to support the campaign.