SPECIAL OLYMPICS: MESSAGE RELAY

Credits:

Type of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: SPECIAL OLYMPICS MESSAGE RELAY
Advertiser/Client: SPECIAL OLYMPICS JAPAN
Product/Service: SPECIAL OLYMPICS
Entrant Company: SHIGAYA-GUMI Tokyo, JAPAN
Sales Promotion/Advertising Agency: SHIGAYA-GUMI Tokyo, JAPAN
2nd Sales Promotion/Advertising Agency: RHIZOMATIKS Tokyo, JAPAN
Creative Credits
Name Company Position
Koichi Shigaya Shigaya-Gumi Creative Director
Shintaro Hashimoto Shigaya-Gumi Art Director
Saori Yanagida Shigaya-Gumi Copy Writer
Haruyuki Takano Shigaya-Gumi Copy Writer
Seiichi Saito Rhizomatiks Producer
Daisuke Nakahama Rhizomatiks Web Director
Hiroyuki Hori Rhizomatiks Flash Corder
Hidenori Chiba Rhizomatiks Technical Director
Noboru Shishidoh Shigaya-Gumi Documentation Producer
Toshihikotakenaka Shigaya-Gumi Documentation Director
Keisuke Ohyoshi Shigaya-Gumi Documentation P.manager
Details
Describe the brief from the client:
1. Client’s orientation points: Raise awareness of the Special Olympics in Japan effectively using a limited budget.
Describe how the promotion developed from concept to implementation:
2. Solution: Produce a “message baton” using the idea of a baton for sports competition and engraving this with a message. Spread the message through a baton relay of handing it from one person to another. This revolutionary idea makes this an ongoing campaign without spending any money.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Client evaluation: The clients raved that it was the most innovative idea they have ever seen. Media coverage: In media value the baton starting ceremony picked up by newspapers and TV accounts for approximately $112,000 in free publicity.
Explain why the method of promotion was most relevant to the product or service:
3. Strategy validity: We were able to send a deep and impactful message through people without using money as other campaigns do. It provides a heart warming moment to many people almost as if it were a present from a stranger.