Results and Effectiveness

Of the 35,000 runners, 13,000 participated. That's what we'd call our magic number!

Creative Execution

We reversed the usual process by bringing the digital world into the real world. We allowed runners access to a virtual experience through runner-specific direct mail, Nike in-store media, running clubs, and Nike mail news. The 'Number Wall' was designed to interface with twitter, mixi, and facebook expanding visibility, and building enthusiasm for the wall. A sekai-camera also allowed runners and friends to view magic numbers along the race route. All of this worked to boost participation and to unite the community of runners, but it was the van itself that made the difference on marathon day.

Insights, Strategy and the Idea

Blocked by Asics as the official sponsor of the Tokyo Marathon, our mission was to be there without being there. We started from the premise that everyone has a magic number. Especially athletes. And especially Japanese athletes. The 'Tokyo Number Wall' revealed the stories behind the numbers. On this 'virtual' wall, runners could post their inspiring numbers. From there, an artist painted these numbers in real time on a van which technically became the 'analog' wall. The van appeared at the Expo where runners picked up their race packets, sampled products, and made numerical celebration stickers. Ultimately, the van served as a visible ('invisible') reminder of Nike's support, driving alongside the runners during race day.