|Title||JUMPMAN TRAFFIC LIGHT|
|Product / Service||JORDAN BRAND BASKETBALL|
|Category||B03. Use of Exhibitions / Installations|
|Entrant||+ING INTERACTIVE Taipei City, CHINESE TAIPEI|
|Idea Creation||+ING INTERACTIVE Taipei City, CHINESE TAIPEI|
|Production||+ING INTERACTIVE Taipei City, CHINESE TAIPEI|
|SU WANG||NIKE TAIWAN||MANAGER|
|TINO LIN||NIKE TAIWAN||EXECUTIVE|
|PEI-KEN TSAO||+ing||Chief Creative Officer|
|CHUN-TING LENG||+ing||Art Director|
|TZU-CHIN SHAO||+ing||Technical developer|
|CHAO-TSAI CHIU||CHAO-TSAI CHIU STUDIO||Technical Director|
|WEI-CHI CHAO||+ing||Business Director|
Our idea is very simple: we let “Jumpman” flight on Taiwan traffic light as a street attack which drove highly attentions and positive response from all over the nation.
From 2nd October to 18th October 2015, we set up the Jordan Brand Traffic Light at Ximending, the most popular entertainment place for Taiwanese teenagers. People dropped by to see and enjoy the eye-catching animation of the “Trafficman” changed into the “Jumpman”. After the “Jumpman” logo appeared, we threw a QR code to drive consumers’ have in-depth knowledge of brand by visiting the Jordan Brand 30th anniversary website.
Over NT$ 2 million earned media value 3,000,000+ social impression 2,000,000+ social video views 26,000+ social share 500,000+ discussion on Google search 28,000+ visitors in 17 days 3 minutes average residence time 12,000 UGC photos 5,000+ new Jordan brand facebook fans in 17 days
We were briefed to create maximize social impressions and engagements from teenagers for warm up the celebration of the Jordan brand 30th anniversary Our idea is very simple: we let “Jumpman” flight on Taiwan traffic light as a street attack which drove highly attentions and positive response from all over the nation.
Our strategy was come up with the idea that Taiwanese teenagers are very keen on taking photos of novelty and sharing on social platforms. Therefore, we adapt an unexpected way to celebrate brand’s 30th anniversary, trigger the effect of propagation from social media to drive attractions and discussions of brand.