KUTSUKASU by TBWA\Hakuhodo Tokyo for Adidas

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KUTSUKASU

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Industry Sportswear, Athletic Footwear & Accessories
Media Ambient, Case study
Market Japan
Agency TBWA\Hakuhodo Tokyo
Associate Creative Director Hideyuki Tanaka
Senior Art Director Katsuhiro Shimizu
Copywriter Masaharu Kumagai
Released September 2010

Awards

Spikes Asia 2011
Media Use of Media Gold

Credits & Description

Type of entry: Use of Media
Category: Best Use of Digital Media in Online Advertising
Advertiser: ADIDAS JAPAN
Product/Service: ADIDAS RUNNING
Agency: TBWA\HAKUHODO Tokyo, JAPAN

Exective Creative Director: Kazoo Sato (TBWA HAKUHODO)
Associate Creative Director: Hideyuki Tanaka (TBWA HAKUHODO)
Senior Art Director: Katsuhiro Shimizu (TBWA HAKUHODO)
Copywriter: Masaharu Kumaga (TBWA HAKUHODO)
Account Director: Wei-Chun Chu (TBWA HAKUHODO)
Digital Planner: Nozomi Imaoka (TBWA HAKUHODO)
Digital Producer: Kenji Ishizuka (KIRKSVILLE)
Digital Art Director: Shogo Hina (KIRKSVILLE)
Flasher: Yasunori Matsumoto (KIRKSVILLE)
Flasher: Haruo Fukui (KIRKSVILLE)

Results and Effectiveness:
The result was outrageous. In it's 3 months period, KUTSUKASU was able to provided runners with more than 2,100 pairs to try on their anticipated adidas running shoes, where the service has maximized it's capacity. KUTSUKASU has contributed to the sales and has increase 2011’s sales by 17% compared with same season in 2010. Through KUTSUKASU, adidas has disrupted a convention that running shoes are tried-on in near stores. Now runners are can try their dream shoes anytime, anywhere.
Creative Execution:
Our idea, “KUTSUKASU.”
KUTSUKASU is the world's first online rental service for running shoes, by adidas Japan. As the name KUTSUKASU comes from Japanese word for “KUSTU” meaning shoes, and “KASU” meaning rental. KUTSUKASU site allows runners to find their perfect match simply by answering a few questions about their running needs and levels, and letting them request for shoes rental just by a touch of buttons.
Insights, Strategy and the Idea:
Finding the perfect pair for runners is a very difficult process and yet a very limited experience only at the stores. Since adidas retail stores were limited in it's location and numbers, not every runner had opportunities to find their perfect match in their neighborhood. adidas has always been searching for a better way to let all runners to try on adidas shoes anywhere, anytime. Our mission “Let all runners try their perfect match of adidas running shoes anytime, anywhere.”