RUNNING ADWEAR

TitleRUNNING ADWEAR
BrandDENTSU ONE TAIPEI
Product / ServiceRUNNING ADWEAR
CategoryD02. Ambient Outdoor
EntrantDENTSU ONE Taipei City, TAIWAN
Idea Creation DENTSU ONE Taipei City, TAIWAN

Credits

Name Company Position
Judy Tao Dentsu One Taipei General Manager & Chief Creative Officer
Cathy Chao Dentsu One Taipei Group Creative Director
Jerry Liu Dentsu One Taipei Creative Director
Regent Chien Dentsu One Taipei Creative Director
Po Chen Dentsu One Taipei Creative Director
Anni Tsao Dentsu One Taipei Account Manager
Jeff Wen Dentsu One Taipei Vice President & Chief Digital Officer
Paul Yang Dentsu One Taipei Delivery Team Director
Even Wang Dentsu One Taipei Delivery Team Editor
Ivy Lin Dentsu One Taipei Delivery Team Producer

Cultural / Context information for the jury

There are currently 5 million runners in Taiwan, we have observed that street running has become a trend and most runners will pass through crowded areas. If these runners have advertisements on them, it will be the best mobile media aboard to achieve the goal of approaching consumers actively. We want to let 5 million runners become mobile media and let advertisements actively approach TA! Combine the geographic information with big data, we master the TA structure, and use this information to provide the most appropriate advertising content by exposing on runner’s LED aboard. So, we can provide more accurate and eye-catching advertising content. To achieve the comprehensive effect of mobile aboard, advertising distinction and accurate delivery. A brand new breakthrough advertisement has emerged.

Please outline the innovative elements of the work

Running AdWear creates a mobile APP for runners to download, and runners can become members to undertake advertising business; According to their mileage, they can earn rewards. The advertisements placed on youtuber will be transferred to Running AdWear, and it could attract more people to join. We also integrated mobile APP developers, battery suppliers, LED technology vendors, runners, and various types of advertisers, etc., creating new mobile aboard, so that everyone has the opportunity to become an advertising aboard. As the result, advertisements can approach the crowd actively instead of passively waiting. It will change the future advertising investment model.