INVASION by Beacon Communications Tokyo for Nike

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INVASION

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Japan
Agency Beacon Communications Tokyo
Photographer Ryosuke Dohi
Account Supervisor Norio Serizawa
Strategic Planner Takuro Amada
Released November 2010

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: NIKE
Product/Service: NIKE FOOTBALL
Agency: BEACON COMMUNICATIONS
Date of First Appearance: Nov 1 2010
Entrant Company: BEACON COMMUNICATIONS, Tokyo, JAPAN
Entry URL: http://www.wonderactive.jp/award/2011/nike5_en/
Creative Director, Planner, Producer: Shunsuke Kakinami (beacon communications)
Senior Copy Writer: Shuhei Tsuji (beacon communications)
Art Director, Designer: Yusuke Morotomi (beacon communications)
Art Director, Designer: Masato Konno (beacon communications)
Copy Writer: Ryo Kobayashi (beacon communications)
Strategic Planner: Takuro Amada (beacon communications)
Account Supervisor: Norio Serizawa (beacon communications)
Account Director: Kenji Kondo, Satoshi Inoue (beacon communications)
Film Production Company: (TYO PRODUCTIONS)
Executive Film Producer: Takeshi Fukuda (TYO PRODUCTIONS)
Director, Editor: Satoshi Mori (easeback)
Film Producer: Hiromichi Takagi (TYO PRODUCTIONS)
Film Production Manager: Kyoichi Shibukawa, Shun Uesugi (TYO PRODUCTIONS)
Creative Coordinator: Shingo Fujii (oddjob)
Sound Designer: Takuya Murakami (Artist Bureau)
Camera: Masashi Sasaki
Book Producer: Shohei Mukaide (TENPRINT)
Photo Producer: Jun Fukahori (ART PROCESS)
Photographer: Ryosuke Dohi (CAS & CAS)
Website Production Company: (Root Communications)
Media placement: Futsal Magazine Highjacking - Green (Japanese leading futsal magazine delivered to 400 pitches) - 1 November 2010
Media placement: YouTube - SNS - 1 November 2010
Media placement: Twitter - SNS - 1 November 2010
Media placement: Pitch Invasion - Futsal pitches in Tokyo, Nagoya and Osaka - 20 November 2010
Media placement: Facebook (digital nonfiction book on fanpage) - SNS - 25 November 2010
Media placement: Limited publication of digital nonfiction book - Futsal pitches in Tokyo, Nagoya and Osaka - 28 February 2011

Insights, Strategy & the Idea

In Japan, futsal is a minor sport with most players not knowing the rules very well.
Into this environment Nike5, a new futsal brand, was launched in the winter of 2010. The objective was to convey to Japanese players the reality and the brilliance of “authentic futsal” through the introduction of the new Nike5 range and of course to drive sales of the range.

Rather than a product ad, we pursued the truth via our strong belief of "No message can outweigh the truth".
We reached the idea to use the real pitches as the main playing stage of this campaign, where more and more truths were born from consumers' real-experiences.
Moreover by linking the pitch and SNS, those truths were enhanced and expanded with excitement and passion.

Creative Execution
The creative execution was "Pitch Invasion".
We set up the hardball matches of "Nike5 Professionals (BRAND) vs Japanese Players (CONSUMERS)" across the country.

1) Pitches
To declare the invasion, we hijacked Japan’s leading futsal magazine, directly delivered to 400 pitches.
After that declaration, the Nike5 began its physical invasion of 7 pitches across the country, where the masters gave an abject lesson in how the game is played at the highest level, time and time again.
A non-fiction book of this invasion was later printed and presented to pitches to provide continuing inspiration to Japanese players.

2) YouTube
Before the invasion, the declaration footage was launched on YouTube to enhance the tension.

3) Twitter
All the action was covered simultaneously by live tweet commentary, that spread the on-pitch excitement.

4) Facebook
A non-fiction book documenting the invasion was written up with Nike5 spirit from its fanpage.

Results and Effectiveness
Despite the total budget of $35,000, the Nike5 invaders grabbed the hearts of Japanese players and media alike.
Every pitch was crowded with the audience to watch the real hardball play. And more and more players visited our SNS day by day.

- YouTube : over 30,000 views (including English subtitle ver)
- Twitter : over 650 followers
- Facebook : over 2,200 fans & over 120,000 views

And most importantly, Nike5 products sold out across the country.