FINISHER'S_REPORT

TitleFINISHER'S_REPORT
BrandKONICA MINOLTA
Product / ServiceMULTI-FUNCTIONAL-PERIPHERALS
CategoryB01. Education & Awareness
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company ARCHETYP Tokyo, JAPAN
Production Company 2 TAKI CORPORATION Tokyo, JAPAN

Credits

Name Company Position
George So Sugitomo DENTSU INC. Creative Director/Planner
Naoki Mori DENTSU INC. Agency Producer
Nao Otani DENTSU INC. Planner/Copywriter
Emi Kubota DENTSU INC. Art Director
Yoshiaki Shiota Dentsu Inc. Producer
Noriko Osumi DENTSU INC. Planner/Copywriter
Shunpei Ishihara DENTSU INC. Account Executive
Yoshiaki Teramoto DENTSU INC. Account Executive
Naru Kudo DENTSU TEC INC. Producer
Yoshio Murakami DENTSU TEC INC. Director
Shohtaroh Nishimura DENTSU TEC INC. Director
Jun'ichi Saito ARCHETYP Inc. Designer
Syuhei Kamiya ARCHETYP Inc. Director
Tetsuya Kobayashi ARCHETYP Inc. Technical Director
Ryo Inyun TAKI CORPORATION Designer
Anly Ou TAKI CORPORATION Designer
Hajime Kuwashima Iret Inc. Technical Director/Programmer
Takeshi Kobayashi Dentsu Event Operations Inc. Event Operations
Takashi Okada East Crew Inc. Event Director
Hiromichi Kaneko East Crew Inc. Director

The Campaign

Brief: Motivate 36,000 TOKYO MARATHON runners in a new way and connect non-runners to become more conscious to the race and running. Solution: FINISHER’S_REPORT Using RFID and new technology, the runners’ split time was posted onto their SNS automatically. The cheers from their SNS friends were collected in real-time and printed as a FINISHER’S_REPORT, right after they finished the race using KONICA MINOLTA’s printer. Result: 6,249 runners participated. One in every 6 runners in Tokyo Marathon 2014. Collecting 340,000+ Likes in total Reaching 6,000,000+ people. (video research Ltd.) 97% were satisfied with FINISHER’S_REPORT 99% want to participate again. FINISHER’S_REPORT motivated runners and brought consciousness for non-runners. KONICA MINOLTA created new standard for marathons and enhanced the joy of running and participating to everyone.

The Brief

Motivate 36,000 TOKYO MARATHON runners in a new way and connect non-runners to become more conscious to the race. The main target was the maratoners in the race, but not only them but also their friends who do not run at all. For KONICA MINOLTA it was important to reach the non-runners as well, to send the message that running is healthy for your life and to show that KONICA MINOLTA has a strong marathon team.

Creative Execution

TOKYO MARATHON 2014 was held on 23rd.Februaly, 2014. FINISHER’S_REPORT was made using the actual running data from the marathoners. The runners first had to connect the Tokyo Marathon officially provided RFID tag to their SNS.Then all they had to do was run the race without any smartphone or download any apps. When the runners ran the course the runners’ split time was posted onto their SNS timeline automatically. The cheers from their SNS friends were collected in real-time via FINISHER’S_REPORT server, and printed as a personal FINISHER’S_REPORT using KONICA MINOLTA’s printing machine, right after they crossed the finish line.

6,249 runners participated. One in every 6 runners in Tokyo Marathon 2014. Collecting 340,000+ Likes in total Reaching 6,000,000+ people. (video research Ltd.) 97% were satisfied with FINISHER’S_REPORT 99% want to participate again. FINISHER’S_REPORT motivated runners and brought consciousness for non-runners. KONICA MINOLTA created new standard for marathons and enhanced the joy of running and participating to everyone.

KONICA MINOLATA is a printing company, but it is sadly not well known because their camera division was more famous even though their cameras do not longer exist because they had to sell it off. It was important for KONICA MINOLTA to brand their company as a printing machine company. So we created a execution that focused on their strength now, the printing machine. We came up with the idea to print a FINISHER’S_REPORT by learning that the official certificate from Tokyo Marathon took a month to reach the runners after the race. So this FINISHER’S_REPORT that was printed right at the finish line using KONICA MINOLTA’S printing machine was going to create a very special moment for the runners.

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