TATEKAITEN

TitleTATEKAITEN
BrandMIZUNO
Product / ServiceIGNITUS3
CategoryC01. Integrated Media Campaign
EntrantTHE DIRECTORS ALLIANCE Tokyo, JAPAN
Entrant Company THE DIRECTORS ALLIANCE Tokyo, JAPAN
Advertising Agency THE DIRECTORS ALLIANCE Tokyo, JAPAN
Advertising Agency 2 STANDARD ADVERTISING Osaka, JAPAN

Credits

Name Company Position
Taku Omoto Mizuno Corporation Cast
Satoshi Miyamoto Mizuno Corporation Cast
Kesuke Honda Honda Estilo Cast
Ray Thomas Rainshine Productions Film Director
Yuji Shiota Hat Film Director
Kenta Fujimoto Standard Advertising Account Executive
Tadahiko Hashimoto Standard Advertising Creative Director
Nick Uemura The Directors Alliance Creative Director/Producer

Results and Effectiveness

product pre order became more than client expectation. word "TATEKAITEN" which is campaign key word became highest popular word at product launch day of June 4th. 45.8% TV viewing rate on June 4th for FIFA world cup Asia game is extremely high number, it effect media cost more than 10million USD.

Creative Execution

media team approached to all of TV station to offer the cover the story of "TATEKAITEN". Most of TV said Yes and cover the story. Many of them cover 5-10min as special report because this "TATEKAITEN" kick is just open in the public. All TV cover the product, Keisuke Honada and work "TATEKAITEN" together to looking forward to see what will happne on June 4th FIFA offcial game. All TV station used our video to show what is TATEKAITEN is and how it makes with clirnt product. June 4th, TV reporter for game using TATEKAITEN may many times as big expectation. Keisuke Honda has free kick chance and he made goal which is officially team Japan winner to be Brazil in 2014. TV viewing rate for this moment of free kick was 45.8% which is highest TV viewing rating in 2013. Client website down for pre order of product.

Insights, Strategy and the Idea

It was new product advertising idea. We needed trash old product and deliver the new product to customer in market. Target audiences were already brand fun but it was long time no updated. Explain the unique insight that shaped the idea. Product is succor boot. Our talent Keisuke Honda is hero from FIFA world cup SAfrica. We had use his image of extreme athlete to connect to brand and product. Also client developed product with him technically. It became perfect corroboration between talent, client and audiences. How was it relevant to both the client and the target audience? we made special video to show how to develop product with Keisuke for his new secret weapon goal kick. This made all Japan excited to capture what is spec of product and what is the new goal. All media cover the story. It was more than 10 million USD value of coverage.