RUN NAVI

TitleRUN NAVI
BrandPUMA JAPAN
Product / ServicePUMA RUNNING
CategoryB02. Consumer Products
EntrantBEACON COMMUNICATIONS Tokyo, JAPAN
Entrant Company BEACON COMMUNICATIONS Tokyo, JAPAN
Advertising Agency BEACON COMMUNICATIONS Tokyo, JAPAN

Credits

Name Company Position
Yuki Ono/Ken'ichi Ogino/Suguru Tachikawa Wondrous Inc/Edp Graphic Works Sound Designer/Art Direction/Motion Design (Online Film)
Naoki Kasama Camera
Takamichi Saito/Ayumi Matsumoto Puzzle Inc. Production Manager/Production Assistant (Online Film)
Ryuichi Hasegawa Puzzle Inc. Director/Editor (Online Film)
Gyosei Okada Puzzle Inc. Producer (Online Film)
Tomohiro Ishikuni Futurek Engineer
Ken Hirose Futurek Production Manager (App)
Muneaki Kanda Futurek Technical Director
Jun'ichi Arakawa/Yuya Murase Birdman Animation (App)
Yoichi Kanazawa Birdman Director (Site/App)
Junya Hoshikawa Birdman Art Director/Designer
Roy Ryo Tsukiji Birdman Interactive Director
Norio Serizawa Beacon Communications K.k. Account Director
Takuro Amada Strategic Planner
Masayoshi Kato Beacon Communications K.k Creative Planner
Yusuke Morotomi Beacon Communications K.k. Art Director
Yoshihiro Ito Beacon Communications K.k. Account Supervisor
Yongbom Seo Beacon Communications K.k. Agency Producer/Copywriter
Ryutaro Seki Beacon Communications K.k. Creative Planner/Copywriter
Shunsuke Kakinami Beacon Communications K.k. Creative Director

The Brief

Puma Running would like to inspire runners by putting JOY in everyday running. How could we achieve that?

Creative Execution

Puma Running would like to inspire athletes by putting JOY in everyday running. Encountering new sights stimulates a runner's curiosity. And curiosity makes each run even more exciting. On the other hand, so many runners feel bored of running on the same route on the daily runs. This insight became the big opportunity for Puma Running to inspire and engage runners.

Describe the creative solution to the brief/objective.

Encountering new sights stimulates a runner's curiosity. Puma Running delivered its new smart-phone application named "RUN NAVI", that evokes runners' curiosities. Just by setting your "mood of the day" within RUN NAVI, you can dynamically find your own personalized route and "sights of the town", synchronously updated on Google Maps and Google Places. And its sound navigation notifies you of turning points, also letting you know when you've reached your chosen sights. Furthermore, your unique encounters with sights can be posted and shared with others.

Results

Achieved over 100,000 downloads only in the first 3 week. Ranked as No.1 popular App across the category on App Store.