| Title | TEMPERATURE DISCOUNT |
| Brand | ADIDAS JAPAN |
| Product / Service | CLIMA COOL |
| Category | B02. Consumer Products |
| Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
| 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 |
| Kaname Aratame | TBWA HAKUHODO | Experience Designer |
| Nozomi Imaoka | TBWA HAKUHODO | Digital Planner |
| Taro Sato | TBWA HAKUHODO | Account Director |
| Yoshitaka Kobayashi | TBWA HAKUHODO | SP Planner |
| Yo Kimura | TBWA HAKUHODO | Art Director |
| Yoshitomo Hanada | TBWA HAKUHODO | Account Executive |
| Mineo Mori | TBWA HAKUHODO | PR Director |
| Yuki Fukui | TBWA HAKUHODO | PR Planner |
| Shunsuke Nakamura | AOI Promotion | Producer |
| Masashi Matsukura | AOI Promotion | Digital Planner |
| Kousuke Egami | AOI Promotion | Production Manager |
| Takahide Suzuki | AOI Promotion | Production Manager |
| Koichiro Tsujikawa | Director | |
| Nao Watanabe | Editor | |
| Takaaki Yagi | Form Process | Designer, Flasher |
| Yuichiro Suzuki | Form Process | Designer, Flasher |
As a result, we have earned approximately 70Million JPY PR exposure with 0 investment for media. We had 40,721 visits to a micro site as of August 17th and already achieved KPI 30,000 visits by the end of August. Also approximately 1,000 people have shared our temperature discount website with their friend via facebook.
Our challenge was that how we can own this entire Cool / Save biz trend while many companies, brands are doing very similar activities. The creative solution was to turn the hot temperature into the consumer benefit, which was the number of discount. People normally hate the hot temperature but if it applies to the number of discount, people can enjoy it. We introduced the whole activity in the press event where celebrities, politician, young executive attended, and as well as to announce the temperature discount so that media can pick up this interesting story. At the same time we have launched a micro website where people can see the current temperature and download the discount coupon if it hits above 35 degree. There are also special movie to celebrate the hot temperature and that motivates people to share the contents and create the viral effect.
Since Japan had the biggest earthquake and nuclear plant caused serious situation, overall the country was very depressed. The government forced every major company to save electricity especially the usage of air conditioner. Japan’s hot summer became hotter. The objective of this campaign was to own this Cool Biz trend and have adidas at the center of this movement by celebrating hot temperature. Our target audience is sports minded office worker who use subway / bus for their commute to office everyday. adidas tapped into this insight and turned the hotter summer into entertainment contents so that everyone in this country can enjoy this hot summer and get benefit from it. Not just communicating Cool Biz style with product relevancy, but by owning the temperature and turned it into a unique discount program was received interestingly by both media and audience.