Results and Effectiveness

Buzz like “The banana too precious to eat!” 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 over 1,100,000 USD. The news reached more than 28,000,000 people grasping the hearts of all runners and more. 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.

Creative Execution

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. The media team constructed the whole automatic time post system that was linked to the specially made printer, collaborating with the TOKYO MARATHON official foundation. All of the Dole bananas were measured and selected beforehand in order to print on the most sweet, ripe and perfectly curved banana.

Insights, Strategy and the Idea

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 Dole banana no one will forget. BANANA TROPHY A memorable trophy made from a real ripe Dole banana, that the runner would be sure to love and share onto their SNS. To directly print a personal message with the participants’ name and information on a banana is news by itself. To do it in real-time on the spot is even bigger news. The banana is a commodity fruit, so creating a special experience around the Dole banana was necessary, and that is what we did.