The Campaign

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> which that requires kindness over physical fitness to win. If you’re not gentle with it, the ball will cry. < caterpillar Rugby> where the heroes can be people who don’t have use of their legs.It’s played with the upper body only. <Zombie Soccer> where visually impaired people have an advantage. Zombie masks are worn and the game is played by relying on the ball’s screams. <Ton Ton Voice Sumo> A rehabilitative sport for the voice that even the elderly can play.It was developed with occupational therapists. <Black Hole Table Tennis> gives children an advantage over adults.A hole replaces the sweet spot on the paddle making it harder for experienced table tennis players.

Creative 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

Section Manager at the Sports Agency’s Sports for Health Division said, "I’d like to lower the mental hurdle for sports, like Yuru Sports does, popularizing sports people can easily enjoy"– The Asahi Shimbun ?Participants: 10,000+ people ?Picked up by more than 150 media outlets including major TV stations. ?No ad spending. However, the exposure in converted advertisement costs is over 1.69 billion yen. ?Picked up on overseas media (Reuters) and invited to events overseas (Thailand). We succeeded in redefining sports, not as something that only the chosen can compete at, but as something that everyone can enjoy equally. “Sports for ALL, truly for ALL.”

Explain why the method of promotion was most relevant to the product or service

Because, we promote people who did not do sports to move exercises voluntarily.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.

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.