Title | FOUL BALL ARMOUR PROJECT |
Brand | FOX SPORTS JAPAN |
Product / Service | FOX SPORTS |
Category | A07. Best Use of Other Digital Platforms in a Promotional Campaign |
Entrant | HAKUHODO PRODUCT'S Tokyo, JAPAN |
Entrant Company | HAKUHODO PRODUCT'S Tokyo, JAPAN |
Advertising Agency | HAKUHODO PRODUCT'S Tokyo, JAPAN |
Advertising Agency 2 | HAKUHODO Tokyo, JAPAN |
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 |
With the World Cup growing in popularity, Japan is seeing a shift away from baseball viewership. We are promoting the attraction of Fox Sports’ baseball broadcasts to young Japanese people.
Appealing to the target audience, which does not respond very positively to baseball, using a “News Flash” approach that Fox Sports has developed special “armour” to protect viewers from foul balls when they are watching the Fox Sports baseball broadcasts.
The event unveiling the Foul Ball Armour was covered by more than 100 newspapers and news websites. The Foul Ball Armour video on YouTube has received about 300,000 hits with over 80,000 page views for the dedicated website, and the number of fans of the Fox Sports Japan Facebook page increased 30-fold.
The creative execution was relevant because of the fact that young Japanese Internet users have a weakness for “crazy stuff” and also have a great affinity with the Internet.