The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.