Why is this work relevant for Brand Experience & Activation ?

Leveraged the iconic runner Haruki Murakami to connect ASICS with consumers. By expressing the Running Philosophy of Haruki Murakami and the influence among runners, this project attracted more target audience.

Background

ASICS aims to deepen the brand awareness of junior runners and drive them to upgrade.

Describe the creative idea (20% of vote)

How to stimulate the intention of running and insistence? The effective method is promoting the spirits and behavior of elites. Haruki Murakami has extensive worldwide influence among runners and his work named What I Talk About When I Talk About Running is considered as a Running Bible. So we built a linkage with junior runners by Murakami and his work.

Describe the strategy (20% of vote)

The project distributed the Running Bible for free at the iconic running spot and produced bookmarks to communicate the running philosophy of elites and attract more runners. Then exposure on social media like wechat and weibo impressed more consumers. Next step, we launched discussions on Zhihu like Quora to engage influencers and audience to discuss running philosophy including professional running knowledges, mindset and so on.

Describe the execution (30% of vote)

We distributed thousands pieces of Running Bibles and spread the influence through social media. Initiated discussions on Zhihu about ‘As a runner, what will you talk about when you talk about running with someone else? ‘ Launched special product package as a book including a pair of shoes, a book, bookmarks, shoelaces with Asics brand spirit.

List the results (30% of vote)

Zhihu engagement: 184,063 Social Impression: 285,903 Owned media impression: 542,375 Brand awareness increase: 35%