NIKEID GENERATOR

Short List
TitleNIKEID GENERATOR
BrandNIKE JAPAN
Product / ServiceFLAGSHIP STORE
CategoryD04. Use of digital in a promotional campaign
EntrantBEACON COMMUNICATIONS Tokyo, JAPAN
Entrant Company:BEACON COMMUNICATIONS Tokyo, JAPAN
DM/Advertising Agency:BEACON COMMUNICATIONS Tokyo, JAPAN

Credits

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

The Brief

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".

Creative Execution

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.

Describe the creative solution to the brief/objective.

"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.

Results

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.