Why is this work relevant for Entertainment?

It is a marketing campaign that is not focused on advertising, but rather raw storytelling. At the core of our story are the local people, legends and the next generation of Japanese growing up in a happpy and peaceful environment, united with the rest of the world though football. Local football legend, Yuya Osako, narrates his story and motivates the next generation. An expert of everyday life in Japan that brings the local culture closer to a global audience.

Background

Japan is a focus market with highly passionate people about football.The objecitve was to find a common ground between two cultures who are united by the wold game, to ensure the campaign´s relevance for the local market. Though its sustainable 360° approach, this campaign does not only tell a story through content, but also focuses on giving back to the community through awarding jerseys to local fans.

Describe the creative idea

Everyone´s dream starts somewhere. Memories, moments and dreams are created by football and unite cultures and societies. The story is narrated by a local football hero and is supposed to be powerful in order to give purpose and motivation to the next generation.

Describe the strategy

Digital content launch in Japan with content/broadcast partners, local ambassadors and local media outlets. Followed by a user generated content campaign inviting fans to share their most memorable football moment through a video or photo for a chance to win a jersey. The goal was to receive high quality submissions, letting the audience´s creativity run free.

Describe the execution

Local content shoot in Japan, digital and PR activation with local broadcast and content partners, local amassadors and additional local media outlets. UGC campaign and sweepstakes.

Describe the outcome

Scale: Reach: 6.2 million Engagement: Likes, shares, comments: 1.7 million