The Campaign

As for a sponsorship for a major sport event such as the TOKYO MARATHON 2014, regulations are strict and creating an interesting brand campaign within those limits is not easy. Usually it is all about advertising space, either on the marathoners bib or along the course. But for the first time in TOKYO MARATHON history, we were able to use the TOKYO MARATHON official RFID time calculating chips for a brand campaign. By linking the runners’ facebook information to the RFID chip, the runners’ run could be shared and linked socially and automatically.

Results

Japan’s largest marathon race is TOKYO MARATHON 2014 with over 36,000 runners. Dole sponsored this race, but wanted to be remembered as not just a plain fruit. Dole’s banana is extra sweet, delicious and most importantly the best nutritious energy supply for all marathoners. Dole wanted to brand the banana, the ultimate of all bananas. So we create an ultimate banana no one will forget. BANANA TROPHY The participants first try a “BANANA TROPHY” lottery through facebook, limited to Tokyo marathoners only. If they win, all they had to do was run the race, without any smartphone or apps to download. When the runner crosses the finish line, the TOKYO MARATHON official RFID on the marathoners shoe will be detected by a special “BANANA TROPHY” web system. Which automatically sends a “JUST FINISHED TOKYO MARATHON 2014!” post onto the runners’ facebook. The runners’ friends can congratulate their finish and all the feedback is collected through the web, which automatically transforms into the “BANANA TROPHY” in real-time at the finish line. The trophy had the marathoners’ name, finish time and cheers from facebook friends printed directly onto the Dole banana, by linking the web to a specially constructed printer using edible ink. A memorable trophy the runner would be sure to love and share onto their SNS. Every “BANANA TROPHY” was ripe, bright and unique.

The audience was aimed towards the TOKYO MARATHON 2014 runners, who eat bananas daily for quick energy supply, a common knowledge among all Japanese runners. A flyer was sent to each of the runners through the cooperation of TOKYO MARATHON 2014 foundation, where they could access to a special website and try out for the special “BANANA TROPHY” facebook lottery. Win or lose, the news was automatically posted onto the runners’ facebook spreading the banana news even more. Which quickly spread on to web media, SNS, national TV, and national newspaper.

Buzz like “The golden but fleeting trophy!” “The banana too precious to eat!” “Eat it before it turns black!” swept the web and was shared 720,000 times. The “BANANA TROPHY” was broadcasted even on the national news. Media cost was zero, but the total coverage was worth well over 1,100,000 USD. The news reached more than 28,000,000 people grasping the hearts of all runners and more. After the marathon a national market survey showed that, 95.3% changed their impression of Dole to extremely good 83.5% strongly considered buying “Dole’s banana” Sales went up 115% the next month onwards, and Dole became the most unforgettable banana not only to the runners, but to the whole nation.