HUMAN CUT-OFF TIMER

TitleHUMAN CUT-OFF TIMER
BrandSEIKO HOLDINGS
Product / ServiceSPORTS WATCH
CategoryB04. Use of Ambient Media: Large Scale
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Idea Creation 2 DENTSU CREATIVE FORCE Tokyo, JAPAN
PR DENTSU PUBLIC RELATIONS Tokyo, JAPAN
Production TAIYO KIKAKU Tokyo, JAPAN
Production 2 DENTSU CREATIVE FORCE Tokyo, JAPAN
Production 3 J.C. SPARK Tokyo, JAPAN

Credits

Name Company Position
Takashi Fukuda DENTSU INC. Creative Director
Kazuhiro Yamamoto DENTSU INC. Art Director
Yoshiaki Shiota DENTSU INC. Planner
Hideaki Anazawa DENTSU INC. Planner
Sozo Kikuchi DENTSU INC. Planner
Hiroki Fujiwara DENTSU INC. Planner
Motoi Watanabe DENTSU INC. Planner
Kazue Marushima DENTSU INC. Account Manager
Naoki Tanaka DENTSU INC. Account Manager
Yasue Nakajima DENTSU CREATIVE FORCE Producer
Shuhei Hosokawa TAIYO KIKAKU Producer
Yohei Takahashi Dentsu Public Relations PR Planner

The Campaign

HUMAN CUT-OFF TIMER is a runner team who run just below the time limit, put themselves on the line to tell the other runners the time and encourage them to finish. They consist of a closing line, therefore the other runners could easily notice safety area. In order to lead the other runners to finish, they wear a conspicuous uniform with a balloon written their name “HUMAN CUT-OFF TIMER”.

Creative Execution

In order to improve and spread SEKO Holdings branding activity at Osaka/Tokyo Marathon, our team started to plan and negotiate with a client at beginning of 2015. Through the Osaka Marathon 2015, HUMAN CUT-OFF TIMER is the official adopted by Tokyo Marathon Foundation. The day of race, official twitter has introduced HUMAN CUT-OFF TIMER with pictures. As the HUMAN CUT-OFF TIMER, five runners have been selected from a running team at Tokyo. They wear same uniform (cap, shirts, pants, shoes, sunglass, balloon) which were written a name “HUMAN CUT-OFF TIMER” and a logo “SEIKO” at a cap. They keep to run a just time limit at behind group. Here, telling and encouraging the other runners. The Tokyo Marathon, from the middle of the race, many runners keep touch with the HUMAN CUT-OFF TIMER.

Results

Two of the biggest city marathons in Japan adopted the service. Through the Osaka Marathon 2015, HUMAN CUT-OFF TIMER is the official adopted by Tokyo Marathon Foundation. The day of race, official twitter has introduced HUMAN CUT-OFF TIMER with pictures. It actually helped Osaka Marathon runners to achieve the highest completion rate ever. Tokyo Marathon runners to maintain their performance standard despite 8 degrees higher than average temperature. Advertising conversion is to mark over 500,000 dollars. There are various media exposure such as television, newspaper, major news distributor, runner’s information media, entertainment news media. Runners voice is sent with grateful message to HUMAN CUT-OFF TIMER to finish. Spectators and other people tweet to the promotional activity. The access number of SEIKO marathon website is to rise 1000% up.

HUMAN CUT-OFF TIMER is a runner team who run just below the time limit, put themselves on the line to tell the other runners the time and encourage them to finish. This promotional activity directly approaches to municipal runners, spectators and others by SNSs, news medias. Not a runner’s finish booth, but the marathon race became a stage of a branding promotional function. Through the Tokyo Marathon 2016 and Osaka Marathon 2015, people including spectators have been experienced SEIKO’s new runner service which contributing to make a corporate branding.

As the official timer, this promotional activity is associated with a time. In addition, we were paying attention to municipal runners. Making their finish time is a planning mission to HUMAN CUT-OFF TIMER. Integrity is most important factor. It is indispensable to success corporate branding, why SEIKO sets HUMAN CUT-OFF TIMER. As the HUMAN CUT-OFF TIMER, 5 runners continue to encourage the other runners from the beginning of the race. For aiming to be PR effectiveness, the introduction movie has been released before 1 week at Tokyo Marathon. Because of a previous notice, HUMAN CUT-OFF TIMER has been recognized not only marathon runners, but also spectators and others who got notice through SNSs, news medias. Finally, the completion rate could record the highest at Osaka Marathon 2015. Tokyo Marathon 2016 also recorded a same score as recent years in spite of an unusual heatwave.

Links

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