Results and Effectiveness

Bondstickers changed both the consumers’ impression on Yahoo! JAPAN and their awareness on charities. According to a survey after the event, consumer's impression of Yahoo! JAPAN was improved in 25 categories among 29. Bondstickers also brought opportunity to the riders and local shop owners to interact with each other and become friends. 1,316 bonds were made between them through the bondstickers. Most of the riders visited their sponsor's shops several times, and enjoyed their products, socialized, and cheered each other on. As a result of the bonds made, 98% of the riders promised to come back next year.

Creative Execution

Bond Sticker, a new sponsorship program that helps people in and out of the region develop one-to-one relationships. The stickers were used during a bicycling event held there. Signs or logos from local shops were turned into stickers with handwritten messages on each of them. Riders wore the stickers proudly on their shoulders to represent each shop.

Insights, Strategy and the Idea

A new sponsorship program that vitalizes mutual fan relationship. 1,000 days have passed since the Great East Japan Earthquake. Support from around the country is gradually fading, In large sport events, players wear stickers of big brands. But bond stickers lets every local marchants and riders connect. There is no sponsor fee, but it builds bonds between every one of them. And that's what we need to not forget. What noteworthy about this was that one-to-one cheering relationship was created on personal basis. There is no greater support than friendship.