Gold Spike
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Product / ServiceADIDAS RUNNING
CategoryA07. Best Use of Digital Media in Online Advertising
Entrant Company:TBWA\HAKUHODO Tokyo, JAPAN
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
Masaharu Kumaga TBWA HAKUHODO Copywriter
Wei-Chun Chu TBWA HAKUHODO Account Director
Nozomi Imaoka TBWA HAKUHODO Digital Planner
Kenji Ishizuka KIRKSVILLE Digital Producer
Shogo Hina KIRKSVILLE Digital Art Director
Yasunori Matsumoto KIRKSVILLE Flasher
Haruo Fukui KIRKSVILLE Flasher

Results and Effectiveness

The result was outrageous. In it's 3 months period, KUTSUKASU was able to provided runners with more than 2,100 pairs to try on their anticipated adidas running shoes, where the service has maximized it's capacity. KUTSUKASU has contributed to the sales and has increase 2011’s sales by 17% compared with same season in 2010. Through KUTSUKASU, adidas has disrupted a convention that running shoes are tried-on in near stores. Now runners are can try their dream shoes anytime, anywhere.

Creative Execution

Our idea, “KUTSUKASU.” KUTSUKASU is the world's first online rental service for running shoes, by adidas Japan. As the name KUTSUKASU comes from Japanese word for “KUSTU” meaning shoes, and “KASU” meaning rental. KUTSUKASU site allows runners to find their perfect match simply by answering a few questions about their running needs and levels, and letting them request for shoes rental just by a touch of buttons.

Insights, Strategy and the Idea

Finding the perfect pair for runners is a very difficult process and yet a very limited experience only at the stores. Since adidas retail stores were limited in it's location and numbers, not every runner had opportunities to find their perfect match in their neighborhood. adidas has always been searching for a better way to let all runners to try on adidas shoes anywhere, anytime. Our mission “Let all runners try their perfect match of adidas running shoes anytime, anywhere.”