|Title||TOKYO MARATHON 2016 TOTAL SOLUTION FOR BRAND ACTIVATION|
|Product / Service||SPORTS WATCH|
|Category||E01. Integrated Campaign led by Promo & Activation|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Idea Creation 2||DENTSU CREATIVE FORCE Tokyo, JAPAN|
|Media||DENTSU INC. Tokyo, JAPAN|
|PR||DENTSU PUBLIC RELATIONS Tokyo, JAPAN|
|Production||TAIYOKIKAKU Tokyo, JAPAN|
|Production 2||DENTSU CREATIVE FORCE Tokyo, JAPAN|
|Production 3||J.C. SPARK Tokyo, JAPAN|
|takashi fukuda||dentsu||Creative Director|
|kazuhiro yamamoto||dentsu||Art Director|
|kazue marushima||dentsu||Account Director|
|naoki tanaka||dentsu||Account Director|
|yohei takahashi||dentsu public relations||pr planner|
|masafumi yamaura||j.c. spark||Designer|
"BEFORE" is to collect runners' target time through social media. Then it consists of a huge real wall (Wall of Time) which became a photo spot at GINZA famous shopping area in Tokyo, Marathon EXPO and website. "DURING" is to set "Human Cut -off Timer" 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”. "AFTER" is to ask runners to write a finish time to poster which will be train advertising from next morning. The poster is only one advertising around the world. The poster is spread on the social media with fabulous messages.
“BEFORE” activity (Wall of Time); the number of collecting target time through social marathon is to reach over 7,000 which is one-five of whole Tokyo Marathon runners. The Wall of Time is displayed GINZA, Tokyo. The wall is also displayed at EXPO where all runners have seen and the Wall became a photo spot. Here, over 2,000 photo has been sent through social media, then it spread to their freinds. “DURING" activity (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. “AFTER” activity (advertising poster); 1,200 runners wrote posters displyaed at Tokyo Metoro which has been tweeted by witness positively.
Regarding to Human Cut-off Timer, 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. Actually, Tokyo Marathon runners to maintain their performance standard despite 8 degrees higher than average temperature. Runners, spectators and other people tweet and retweet to the 3 promotional activities as risising up SEIKO's image. The access number of SEIKO marathon website is to rise 1000% up.
As an official timer for Tokyo Marathon 2016, SEIKO has prepared and carried out 3 promotional activities. The activities are located “BEFORE the marathon”, “DURING the marathon”, and “AFTER the marathon” respectively. Each activities have unique points which are involved in SEIKOs’ brand activation in each phase to not only runners also audience. It was effective and various factors to activate promotion to people.
A whole of campaign, their main target is a marathon runner. By runners' participating in promotional activities, audience became to involve to SEIKOs’ mission. By the implementation of 3 parts (BEFORE, DURING, AFTER the marathon), there is the completion of consistent campaign. Regards using media, owned and social medias are selected for digital approach at “BEFORE”. For target time gathering effectively, SEIKO has cooperated with “SOCIAL MARATHON” which is a service to tweet automatically during the race by measure time IC chip. This service has been already famous among runners. 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. Final activity is to aim to record runners’ excitement a time to finish.