Adidas DM IMPOSSIBLE WALL by TBWA\Hakuhodo Tokyo

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IMPOSSIBLE WALL

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Market Japan
Agency TBWA\Hakuhodo Tokyo
Creative Director Kazoo Sato Associate Creative Director
Art Director Hirofumi Nakajima
Copywriter Masaharu Kumagai
Designer Keisuke Shimizu Tbwa\hakuhodo
Producer Jun Yanazaki
Account Supervisor Wei-Chun Chu
Released May 2010

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Advertiser: ADIDAS
Product/Service: ADIDAS TENNIS
Agency: TBWA\HAKUHODO
Date of First Appearance: May 15 2010
Entrant Company: TBWA\HAKUHODO, Tokyo, JAPAN
Entry URL: http://www.tbwahakuhodo.co.jp/award/impossible_wall/1/index.html
Creative Director: Kazoo Sato (TBWA Hakuhodo)
Art Director: Hirofumi Nakajima (TBWA Hakuhodo)
Copywriter: Masaharu Kumagai (TBWA Hakuhodo)
Designer: Keisuke Shimizu (TBWA Hakuhodo)
Agency Producer: Nana Ito (TBWA Hakuhodo)
Agency Producer: Yoshitaka Kobayashi (TBWA Hakuhodo)
Account Director: Taro Sato (TBWA Hakuhodo)
Account Supervisor: Wei-Chun Chu (TBWA Hakuhodo)
Exective Producer: Seiichi Saito (Rhizomatiks)
Producer: Jun Yanazaki (Rhizomatiks)
Interactive Designer: Hiroyasu Kimura (Rhizomatiks)
Technical Director: Daito Manabe (Rhizomatiks)
Programmer: Moto Ishibashi (Rhizomatiks)
Programmer: Masanobu Ishii (Rhizomatiks)
Programmer: Kanta Horio (Rhizomatiks)
Media placement: Consumer Event - Aqua City Odaiba In Tokyo - 15/5/2010
Media placement: Digital - Branded Website - 15/5/2010
Media placement: Digital - Twitter Campaign Specific Account - 15/5/2010

Describe the brief/objective of the direct campaign.
The objective was to engage the digitally native young generation who view tennis as old person's sport and allow them to experience the passion of playing tennis by using adidas latest tennis products, at its market launch.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to develop an interactive devise called “IMPOSSIBLE TENNIS,” which allows young targeted audience to experience Tennis in a unique, innovative and entertaining way and also letting them try the latest adidas tennis products.

Explain why the creative execution was relevant to the product or service.
“IMPOSSIBLE WALL” has re-introduced Tennis through new approach, succeeding to capture hearts of many audiences. Not only was there huge awareness of “adidas-Tennis”, but also cheered the quiet Japanese Tennis market.
The event information was released a few weeks prior to the launch, through adidas tennis website and newsletters together with Posters in adidas stores and event venue.

Press releases were also sent to many vertical medias as well, resulting in several digital media exposures to pick up the news as a first innovative attempt to merge tennis and digital for young generations.

We have also invited 6 college tennis teams directly through adidas Sports Marketing team, calling for inter-college competitions.
This as a result has gathered more than 100 college tennis players as well as numerous other adidas tennis fans during the event.

During its two day event, it was broadcasted live through Ustream and adidas official Twitter and the news has spread through our audiences, collecting more participants on second day.

Since the event was held in one of Tokyo's largest shopping mall, many on and off tennis layers have stopped their foot to join the game.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
During 2 days of campaign, over 400 people participated and experienced IMPOSSIBLE TENNIS, which was more than the double of our forecasted participants. And a cheering crowd of people constantly surrounded this installation during the period and event itself was a huge success. It’s currently in the planning to let the IMPOSSIBLE WALL travel across all Japan enabling more people to experience this innovative installation.