START YOUR TIME! by Dentsu Inc. Tokyo for Seiko

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START YOUR TIME!

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Industry Accessories, Bags, Leather, Watches & Eyewear, Household maintenance & pet products
Media Case study
Market Japan
Agency Dentsu Inc. Tokyo
Released May 2012

Awards

Spikes Asia 2012
Promo & Activation Corporate Image & Information Silver

Credits & Description

Advertiser SEIKO
Product SEIKO
Entrant DENTSU Tokyo, JAPAN
Type of Entry Sales Promotion: Product/Service
Category Corporate Image & Information
Title START YOUR TIME!
Sales Promotion/Advertising Agency: DENTSU Tokyo, JAPAN
Takashi Fukuda Dentsu Inc. Copywriter
Kazuhiro Yamamoto Dentsu Inc. Art Director
Kazue Marushima Dentsu Inc. Account Planner
Takanao Yajima Dentsu Inc. Senior Planner
Akito Inokuchi Dentsu Inc. Planner
Naoki Tanaka Dentsu Inc. Account Planner
Oki Kobayashi Taiyo Kikaku Co./Ltd. Producer
Masabumi Yamaura J.c.spark Designer
Describe the brief from the client:
To activate their corporate brand by make use of their sports content. To foster even better image of the brand for runners and sports fans.
Describe how the promotion developed from concept to implementation:
Brand message: "Start your time! Let's go meet new me" Our interactive campaign launched at Tokyo Marathon2012, in which 35.500 professional and amatuer runners participated. We used an integrated color and design based on SEIKO timer - yellow and black.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Special web site for the campaign had 1000% view compare to the last year. Publicity reached to 3 billion yen. Because its interactivity, participants could really experience the brand message and some of them were really seeking their hand-written in-train ad and spread that in their SNS and that made a bigger buzz.
Explain why the method of promotion was most relevant to the product or service:
It was suitable because our target audience - runners were interatively involved in the campaign. We focused attention on runners' finishing time which every runner thinks a great deal of.