Title | THE HIGHEST GOAL |
Brand | ADIDAS JAPAN |
Product / Service | FOOTBALL |
Category | A01. Event & Field Marketing |
Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
Entrant Company | TBWA\HAKUHODO Tokyo, JAPAN |
Advertising Agency | TBWA\HAKUHODO Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Hirotaka Sato | Robot Communications Inc. | Production Manager |
Tomoyuki Ashinuma | Robot Communications Inc. | Movie Producer |
Hiroka Nagata | Bluecurrent Japan Inc. | Pr |
Rui Kondo | Tbwa\hakuhodo | Pr |
Toshio Ushihara | Tbwa\hakuhodo | Pr |
Mineo Mori | Tbwa\hakuhodo | Pr |
Yoshitomo Hanada | Tbwa\hakuhodo | Account Executive |
Wei-Chun Chu | Tbwa\hakuhodo | Account Director |
Toshihiro Yoshii | Tbwa\hakuhodo | Account Director |
Keisuke Shimizu | Tbwa\hakuhodo | Art Director |
Hirohumi Nakajima | Tbwa\hakuhodo | Senior Art Director |
Kaname Aratame | Tbwa\hakuhodo | Experience Designer |
Motonori Sugiyama | Tbwa\hakuhodo | Copywriter |
Takahiro Hosoda | Tbwa\hakuhodo | Associate Creative Director |
Kazoo Sato | Tbwa\hakuhodo | Executive Creative Director |
Masahiro Kataoka | Adidas Japan K.k. | Brand Marketing Manger |
Keiko Hayashi | Adidas Japan K.k. | Brand Marketing Manger |
Hiroshi Kamada | Adidas Japan K.k. | Brand Marketing Manger |
Kentaro Kawai | Adidas Japan K.k. | Brand Marketing Director |
Dave Thomas | Adidas Japan K.k. | Vice President Marketing |
The final qualifier for the World Cup – a must-win to earn a World Cup berth. As an official sponsor and supplier, adidas Japan wanted to turn the event into an opportunity to make a connection with its audience using the unifying theme of football and create an event that Unites and Engages football fans throughout Japan in support of their national team.
To generate dynamic connections among football fans in support of their team, we created an event that was both impactful live but could also be shared and engaged with. Our solution was an interactive projection 200 meters above the ground in Tokyo on the day of the crucial game. Fans could use their smartphone to virtually ‘throw in’ a soccer ball towards the projection – a massive video of Japan star forward Shinji Kagawa, projected on the wall of the building. Kagawa received the ball and made a shot. Thrower’s Facebook profile photo and support message were also projected.
Over 1,000 people joined the event within just the first 5 minutes of the game. And they stayed on the adidas site for an average of 30 minutes. Many football fans ‘threw in’ while watching the game at home, at sports bars or outside the home. The campaign was featured in several media, earning media exposure totaling some USD $100 million. More than 500,000 people enthusiastically enjoyed the event. It also created a huge excitement on social media. There were throw-ins not only from Japan but also from around the world.
The latest campaign offered participants a virtual experience of assisting Japan national team member Shinji Kagawa. The campaign helped football fans realize they are part of the team and contributed to engaging them further. Furthermore, the wowing experience of assisting Kagawa up in the sky of Roppongi was spread and shared automatically via social media. Through the experience, adidas users recognized the brand as a strong supporter of the Japan national team.