FOUL BALL ARMOUR PROJECT

TitleFOUL BALL ARMOUR PROJECT
ClientFOX SPORTS JAPAN
Product / ServiceFOX SPORTS
CategoryC01. Best Integrated Campaign Led by PR
EntrantHAKUHODO PRODUCT'S Tokyo, JAPAN
Entrant Company HAKUHODO PRODUCT'S Tokyo, JAPAN
Advertising Agency HAKUHODO Tokyo, JAPAN

The Campaign

With the World Cup growing in popularity, Japanese TV viewership is gravitating away from baseball. In this context, we developed a two-phase campaign to communicate the overwhelming intensity of Fox Sports’ baseball broadcasts to young people. First, we circulated a rumor to the effect that you can “Watch Fox Sports for footage so real you can’t be sure that a foul ball won’t fly through your TV screen” on the Internet. Ten days later, we unveiled the key elements of Foul Ball Armour as protection against foul balls flying through your TV screen. This special armour became well known among young people, mainly online.

The Brief

The objective is to get non-baseball fans interested in Fox Sports baseball broadcasts and become fans of the Fox Sports Japan Facebook page.

Results

Articles about the Foul Ball Armour appeared in more than 100 newspapers and news websites. On YouTube, the Foul Ball Armour video has received about 300,000 hits. The free paper craft file has been downloaded some 5,000 times, and we have successfully conveyed the appeal of Fox Sports baseball broadcasts to many young people.

Execution

We initially restricted exposure of the story to public transport advertisements and YouTube to ensure uncertainty about its authenticity and develop it as a topic among the target audience. After the unveiling of the Foul Ball Armour, we showcased it extensively through public transport advertising, YouTube, press conferences, baseball events and outdoor exhibitions.

The Situation

With the World Cup growing in popularity, Japan is seeing a shift away from baseball viewership. Fox Sports launched its baseball broadcasts as the latest addition to the major sports broadcasting brands in Japan.

The Strategy

First, we created a story online and in other media to the effect that you can “Watch Fox Sports for footage so real you can’t be sure that a foul ball won’t fly through your TV screen.” Ten days later, we unveiled the specially developed Foul Ball Armour as protection against foul balls flying through your TV screen.

Credits

Name Company Position
Takaaki Kurabayashi Hakuhodo Inc. Account Director
Kazuaki Sawai Hakuhodo Inc. Account Director
Junji Totsuka  Hakuhodo Inc. Account Manager
Takuya Nakanishi Hakuhodo Product`s Inc. Project Manager
Koji Fujiwara Hakuhodo Product`s Inc. Producer
Shigehiko Kumagai Hakuhodo Product`s Inc. Producer
Shota Shimizu Hakuhodo Product`s Inc. Director
Shunsuke Ito Hakuhodo Product`s Inc. Copywriter
Shuhei Segawa  Hakuhodo Product`s Inc. Planner
Yumi Ezure Hakuhodo Product`s Inc. Designer
Takehito Takizawa Hakuhodo Product`s Inc. Creative Director
Toru Kimura Hakuhodo Inc. Executive Creative Director