YURU SPORTS ~SPORTS FOR ALL, TRULY FOR ALL~

Short List
TitleYURU SPORTS ~SPORTS FOR ALL, TRULY FOR ALL~
ClientWORLD YURU SPORTS ASSOCIATION
Product / ServiceSPORTS / SPORTS CREATION
CategoryB07. Events & Stunts
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
Production DENTSU TEC Tokyo, JAPAN
Production 2 TAIYO KIKAKU Tokyo, JAPAN
Production 3 SPORTS IT SOLUTION, INC. Tokyo, JAPAN

The Campaign

We developed fun sports that people who are not good at sports want to participate. And they could get entertainment and health by playing the new sports. “YURU SPORTS” They’re not sports where the best compete to be the top.They’re sports anyone can play and everyone aims to pop. Your age, gender, and physical capabilities don’t matter. You can laugh while getting exercise. For example, <Baby basketball> If you’re not gentle with the ball, it will cry. Gender and frame size are irrelevant. Housewives are able to win against professional basketball players. <Imomushi (caterpillar) Rugby> A rugby game played with the upper body. Wheelchair users, who use their upper bodies on a regular basis, have an advantage. etc,,

Execution

We developed more than 50 types of Yuru Sports. We brought about a Yuru Sports movement and held a Yuru Sports Festival. Currently Yuru Sports is receiving so much attention the Commissioner of the Japan Sports Agency has also tried it, and we are creating a further movement involving local governments, universities, and sporting goods manufacturers.

We got the following results. ? Participants: 10,000+ people ? Media exposure: Picked up by more than 150 media outlets including major TV stations. ? Converted advertising cost: Greater than 1.69 billion yen. ? However nothing has been spent on advertising ? Picked up on overseas media and events held overseas.

The Situation

Currently Yuru Sports is receiving so much attention the Commissioner of the Japan Sports Agency has also tried it, and we are creating a further movement involving local governments, universities, and sporting goods manufacturers. The Japan Sports Agency is quoted as saying, “We’d like to lower the mental hurdle for sports like Yuru Sports does and popularize sports people can easily enjoy.” Participants of YuruSports said: "I enjoyed the exercise even though I was not good at sports." We succeeded in redefining sports, not as something that

The Strategy

It is difficult for people who are not good at sports to like to forcibly play existing sports. So, we invented sports where they become heroes by listening to their opinions. These new sports were developed jointly with professionals in each industry. For example, people in wheelchairs, people with disabilities in the eyes, professional athletes, occupational therapists, doctors, fashion designers and so on.

Credits

Name Company Position
Tomohiro Sawada World YURU Sports Association Executive Creative Director
Atsushi Otaki Dentsu INC Creative Director/ Planner / Creative technologist
Kouki Takeya DENTSU INC. Art Director
Anna Saito DENTSU INC. Art Director
Kumiko Midorikawa DENTSU INC. Agency Producer
Takuya Hagiwara Sports IT Solution Producer
Masanori Shibamoto DENTSU TEC INC. Event Producer
Takenori Osaka DENTSU INC. Agency Producer
Takenori Osaka DENTSU INC. Agency Producer
Kodai Horita DENTSU INC. Technical Director
Naoko Amada DENTSU TEC INC. Event Director
Maho Takada DENTSU TEC INC. Event Director
Hirotaka Tochihara TAIYO KIKAKU co.,ltd. Producer
Youdai Kita TAIYO KIKAKU co.,ltd. Film Director /Photographer/Editer
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