| Title | NIKEID GENERATOR |
| Brand | NIKE JAPAN |
| Product / Service | FLAGSHIP STORE |
| Category | D04. Use of digital in a promotional campaign |
| Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Entrant Company: | BEACON COMMUNICATIONS Tokyo, JAPAN |
| DM/Advertising Agency: | BEACON COMMUNICATIONS Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Shunsuke Kakinami | beacon communications k.k. | Communications Director, Planner, Producer |
| Satoshi Inoue | beacon communications k.k. | Account Director |
| Kazz Ishihara | beacon communications k.k. | Art Director |
| Shuhei Tsuji | beacon communications k.k. | Copywriter |
| Rhizomatiks, Inc | Production Company | |
| Seiichi Saito | Rhizomatiks, Inc | Creative Director, Producer |
| Satoshi Horii | Rhizomatiks, Inc | Flash Developer, Motion Designer |
| Hiroyasu Kimura | Rhizomatiks, Inc | Designer |
| Root Communications Inc | Production Company | |
| Toru Terashima | Root Communications Inc | Technical Director |
| Tsuyoshi Tanaka | Root Communications Inc | Programmer |
| Yosuke Toyoura | NIKE Japan | Client Supervisor |
Harajuku City is the most colorful in Japan, always flourished with people's identities. Harajuku Lovers, who are fashion savvy and identical are gathering everyday. Last November, NIKE launched "Nike HARAJUKU" as their first premium flagship store in Japan. The object is to generate and to spread color inspirations to drive online & onsite traffic to Nike HARAJUKU. The strategy is " From Nike HARAJUKU to the world".
NIKEiD STUDIO is the most focused area of Nike Harajuku, where you can customize and purchase your original colored shoe with Nike Harajuku limited materials and colors. We believe "COLORS have identity" is a common inspiration among Nike HARAJUKU, Harajuku lovers and Harajuku city. That inspiring belief gave us an opportunity to drive traffic and sales to Nike Harajuku.
"NIKEiD.GENERATOR - HARAJUKU" This generator was launched on Nike HARAJUKU website & onsite, instantly capturing the colors of you with web cam to transform into your original shoe. You can spread your color inspiration with online widgets plus your original sticker availabale at the store. Moreover, you can seamlessly connect to NIKEiD website to customize that same shoe more for purchasing your original pair. From Nike HARAJUKU to the world, this generator continues to spread color inspirations.
During the first 2 weeks of its launching, there were many reactions online & offline. About 40,000 consumers came to Nike HARAJUKU onsite, and much more consumers came to that website from the world. In addition, the sales of NIKEiD jumped significantly. And now, more and more colors are being born here.