Title | RUN BELL |
Brand | ANTA |
Product / Service | SPORTS ACCESSORY |
Category | A02. Durable Consumer Goods |
Entrant | J. WALTER THOMPSON Shanghai, CHINA |
Idea Creation | J. WALTER THOMPSON Shanghai, CHINA |
Production | TPSS PRODUCTION SHANGHAI, CHINA |
Name | Company | Position |
---|---|---|
Norman Tan | J. Walter Thompson Shanghai | Chief Creative Officer |
SheungYan Lo | J. Walter Thompson Shanghai | Chairman, APAC Creative Council |
Chao Zhang | J. Walter Thompson Shanghai | Creative Director |
Chao Zhang | J. Walter Thompson Shanghai | Creative Director |
Salome Zhang | J. Walter Thompson Shanghai | Creative Director |
Salome Zhang | J. Walter Thompson Shanghai | Creative Director |
George Shi | J. Walter Thompson Shanghai | General Manager |
Selwyn Low | J. Walter Thompson Shanghai | Associate Creative Director |
Connie Chua | J. Walter Thompson Shanghai | Head of Production |
If Lo | J. Walter Thompson Shanghai | Senior TV Producer |
Niuniu Niu | J. Walter Thompson Shanghai | Senior Art Director |
Jeff Zhang | J. Walter Thompson Shanghai | Group Head |
Ann Chen | J. Walter Thompson Shanghai | Account Manager |
Zinan Guan | / | Director |
Elephant Lin | / | Director |
Taiki Sugioka | / | Director |
Kevin Nadolny | / | President |
Kenneth Nadolny | / | Vice President |
Tomoko Yano | / | Product Design |
Esther Tang | / | Product Design |
Joe Li | / | Producer |
Kasa | / | Editor |
Leslie Tse | / | Cameraman |
Konan Yuichi | / | Cameraman |
Eri Harada | / | Cameraman |
Takahiro Kozuka | / | Music |
Joseph Tame/Noritake Kazusa/Toni JC Milena Bando/Shayda Alsharif | / | Cast |
One thing we understand about runners is that they hate it when their running rhythm is disrupted. Yet it’s hard for them to yell at people in front because they are already breathing very hard. Actually pedestrians have no idea they are blocking the way of runners. All they need is an advanced warning and they will gladly give way. These observations inspired Runbell. Like a bicycle bell, Runbell is a device that runners can squeeze to give off a ringing sound to warn pedestrians of their oncoming presence. It is designed to be worn as a ring so that it doesn’t hinder the running motion. When you ring the bell, the path gets cleared for you the moment people turn around, and off you go as you carry on your run.
Shoppers at ANTA retail outlets came across Runbell which was packaged as part of a pair of limited edition running shoes. Immediately they could relate to the problem they have always faced on the road. Additionally, we made a film to promote the product and spread it online. The objective was to get the running community to recognize that this is a real problem that resonates with them to ignite discussion and excitement.
Word of Runbell spread within the running community. Runners praised it for eliminating the biggest frustration they always face on the streets. When the promotional video launched, there were over 1 million views with about 350,000 shares. Within one week, limited edition ANTA running shoes with Runbell were sold out.
Consumers came into contact with Runbell when they were shopping, triggering them into recognising the problem they have always faced on the road. Being running enthusiasts, Runbell is designed to piqued their interest immediately to create preference for the brand as one who understands them best.
Running lovers are our target audience. Our approach is to find ways to enhance the joy of running. Therefore, we uncovered the biggest frustration they face on the road. Jostling with the crowd and pedestrians that they have to share the pathways with. The insight we unearthed was that pedestrians often have no idea they are blocking the way of runners. All they need is an advanced warning and they will gladly give way.