The Brief

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.

Describe how the promotion developed from concept to implementation

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.

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

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.

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

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.