BUKATSU IN-STORE CAMAPIGN by Beacon Communications Tokyo for Nike

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BUKATSU IN-STORE CAMAPIGN

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Japan
Agency Beacon Communications Tokyo
Associate Creative Director Kazz Ishihara
Art Director Yusuke Morotomi
Copywriter Seiya Matsumoto
Producer Hiroko Okushima
Account Supervisor Ryohei Ando
Illustrator Nobuki Kato
Released March 2009

Credits & Description

Category: Posters
Advertiser: NIKE JAPAN
Product/Service: NIKE
Agency: BEACON COMMUNICATIONS
Date of First Appearance: Mar 21 2009 12:00AM
Entrant Company: BEACON COMMUNICATIONS, Tokyo, JAPAN
Illustrator: Nobuki Kato
Art Director: Yusuke Morotomi (beacon communications k.k.)
Copywriter: Seiya Matsumoto
Associate Creative Director: Kazz Ishihara (beacon communications k.k.)
Senior Art Director: Yasuo Matsubara (beacon communications k.k.)
Senior Art Director: Daisuke Suzuki
Account Supervisor: Ryohei Ando (beacon communications k.k.)
Producer: Hiroko Okushima (beacon communications k.k.)
Production Company: Orb-It
Media placement: 5 Posters - In-Store - 1 March 2009

Describe the challenges and key objectives
Our target is Bukatsu or sports obsessed teens. During the high-traffic, back to school season, create a message that stands out and guides shoppers to the Nike space in a cluttered, competitive store environment.

Describe the brief from the client
Unlike most of the world, NIKE isn't the leader in Japan. So many athletic brands compete for the attention of Japan’s youth, especially at the GMS (General merchandising store). The store itself is really cluttered, making it difficult to get our message across, and for them to even find the NIKE section. In this cluttered market, the client wanted Nike to be accepted by bukatsu teens as their brands while building a system of raising sales.

Describe how you arrived at the final design
Disrupt their shopping habits and direct them to the Nike space using a Manga platform. In the store, you can feel real excitement; it’s as if you are actually at the game site. At the store entrance, the manga shows the team bonding before the game, cheered by supporters in the aisle, and the climax of the game at the product shelf. The outcome of the game can only be seen by Nike purchasers, and is accessed on the shopping bag.

Give some indication of how successful the outcome was in the market
During the campaign, sales grew 20% vs last year.