|Title||START YOUR TIME!|
|Product / Service||SEIKO|
|Category||B01. Corporate Image & Information|
|Entrant||DENTSU Tokyo, JAPAN|
|Entrant Company:||DENTSU Tokyo, JAPAN|
|Sales Promotion/Advertising Agency:||DENTSU Tokyo, JAPAN|
|Takashi Fukuda||Dentsu Inc.||Copywriter|
|Kazuhiro Yamamoto||Dentsu Inc.||Art Director|
|Kazue Marushima||Dentsu Inc.||Account Planner|
|Takanao Yajima||Dentsu Inc.||Senior Planner|
|Akito Inokuchi||Dentsu Inc.||Planner|
|Naoki Tanaka||Dentsu Inc.||Account Planner|
|Oki Kobayashi||Taiyo Kikaku Co./Ltd.||Producer|
To activate their corporate brand by make use of their sports content. To foster even better image of the brand for runners and sports fans.
Brand message: "Start your time! Let's go meet new me" Our interactive campaign launched at Tokyo Marathon2012, in which 35.500 professional and amatuer runners participated. We used an integrated color and design based on SEIKO timer - yellow and black.
Special web site for the campaign had 1000% view compare to the last year. Publicity reached to 3 billion yen. Because its interactivity, participants could really experience the brand message and some of them were really seeking their hand-written in-train ad and spread that in their SNS and that made a bigger buzz.
It was suitable because our target audience - runners were interatively involved in the campaign. We focused attention on runners' finishing time which every runner thinks a great deal of.