Bronze Spike

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Type of EntryCorporate or Brand Itendity
CategoryBroadcast Design and Graphics & Digital Design
Product/ServiceCLIMA COOL
Entrant Company:TBWA\HAKUHODO Tokyo, JAPAN
Design/Advertising Agency:TBWA\HAKUHODO Tokyo, JAPAN
Name Company Position
Kazoo Sato TBWA HAKUHODO Exective Creative Director
Hideyuki Tanaka TBWA HAKUHODO Associate Creative Director
Katsuhiro Shimizu TBWA HAKUHODO Senior Art Director
Kaname Aratame TBWA HAKUHODO Experience Designer
Nozomi Imaoka TBWA HAKUHODO Digital Planner
Taro Sato TBWA HAKUHODO Account Director
Yoshitaka Kobayashi TBWA HAKUHODO SP Planner
Yo Kimura TBWA HAKUHODO Art Director
Yoshitomo Hanada TBWA HAKUHODO Account Executive
Mineo Mori TBWA HAKUHODO PR Director
Yuki Fukui TBWA HAKUHODO PR Planner
Shunsuke Nakamura AOI Promotion Producer
Masashi Matsukura AOI Promotion Digital Planner
Kousuke Egami AOI Promotion Production Manager
Takahide Suzuki AOI Promotion Production Manager
Koichiro Tsujikawa Director
Nao Watanabe Editor
Takaaki Yagi Form Process Designer, Flasher
Yuichiro Suzuki Form Process Designer, Flasher

Brief Explanation

Due to the biggest earthquake happened and nuclear plant disaster, after March 11th the entire country was depressed. In addition, the government forced major companies to save electricity especially the usage of air conditioner, Japan’s hot summer became hotter. adidas wanted to do something to cheer up this country and somehow own the Cool biz trend and have adidas at the center of this movement. We came up an idea to turn hot temperature into the consumer benefit, instead of hating the hot temperature, we wanted to celebrate it. Hotter it gets, cheaper you can buy adidas product.

Describe the brief from the client:

Objective of this campaign was to own the Cool Biz trend due to the energy saving policy by government and have adidas at the center of this movement by celebrating this hot summer.

Description of how you arrived at the final design:

In retail environment adidas was trying to promote Clima Cool Biz style and adidas needed to come up something to drive traffic to retail and help increase sales of Clima Cool product. The adidas temperature discount was perfect digital contents that created a buzz and drove a traffic to retail store.

Indication of how successful the outcome was in the market:

As a result, we have earned approximately 70Million JPY PR exposure with 0 investment for media. We had 40,721 visits to a micro site as of August 17th and already achieved KPI 30,000 visits by the end of August. Also approximately 1,000 people have shared our temperature discount website with their friend via facebook.