ADIDAS TEMPERATURE DISCOUNT by TBWA\Hakuhodo Tokyo for Adidas

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ADIDAS TEMPERATURE DISCOUNT

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding, Case study
Market Japan
Agency TBWA\Hakuhodo Tokyo
Director Koichiro Tsujikawa
Associate Creative Director Hideyuki Tanaka
Art Director Yo Kimura
Producer Shunsuke Nakamura
Editor Nao Watanabe
Released March 2010

Awards

Spikes Asia 2011
Design Corporate or Brand Itendity Bronze

Credits & Description

Type of entry: Corporate or Brand Itendity
Category: Broadcast Design and Graphics & Digital Design
Advertiser: ADIDAS JAPAN
Product/Service: CLIMA COOL
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)
Experience Designer: Kaname Aratame (TBWA HAKUHODO)
Digital Planner: Nozomi Imaoka (TBWA HAKUHODO)
Account Director: Taro Sato (TBWA HAKUHODO)
SP Planner: Yoshitaka Kobayashi (TBWA HAKUHODO)
Art Director: Yo Kimura (TBWA HAKUHODO)
Account Executive: Yoshitomo Hanada (TBWA HAKUHODO)
PR Director: Mineo Mori (TBWA HAKUHODO)
PR Planner: Yuki Fukui (TBWA HAKUHODO)
Producer: Shunsuke Nakamura (AOI Promotion)
Digital Planner: Masashi Matsukura (AOI Promotion)
Production Manager: Kousuke Egami (AOI Promotion)
Production Manager: Takahide Suzuki (AOI Promotion)
Director: Koichiro Tsujikawa ()
Editor: Nao Watanabe ()
Designer, Flasher: Takaaki Yagi (Form Process)
Designer, Flasher: Yuichiro Suzuki (Form Process)

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.