Nike Promo, Case study MAGIC NUMBER by Beacon Communications Tokyo

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Japan
Agency Beacon Communications Tokyo
Associate Creative Director Kazz Ishihara
Art Director Yukichi Shikata
Copywriter Shuhei Tsuji
Designer Mashcomix
Account Supervisor Kenji Kondo
Released February 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: NIKE JAPAN
Date of First Appearance: Feb 8 2010 12:00AM
Entry URL:
Associate Creative Director: Kazz Ishihara (beacon communications k.k.)
Senior Producer: Ryo Mochizuki (beacon communications k.k.)
Account Director: Satoshi Inoue (beacon communications k.k.)
Account Supervisor: Kenji Kondo (beacon communications k.k.)
Copywriter: Shuhei Tsuji (beacon communications k.k.)
Art Director: Yukichi Shikata (beacon communications k.k.)
Assistant Producer: Takeshi Endo (beacon communications k.k.)
Communications Planner: Shunsuke Kakinami (beacon communications k.k.)
Designer: mashcomix
Web Designer: Keisuke Anamoto (Root Communications)
Production Producer: Toru Terashima (Root Communications)
Programmer: Tsuyoshi Tanaka (Root Communications)
Media placement: Website - On Line - 8 February 2010
Media placement: Direct E-Mail - On Line - 8 February 2010
Media placement: In-Store Media - At Store (On And Off Line) - 8 Feburary 2010
Media placement: Nike Running Club - Japan National - 8 February 2010
Media placement: SNS's (Twitter, Mixi, Face Book) - On Line - 14 February 2010
Media placement: Expo Event - Tokyo, Japan - 21 February 2010
Media placement: Van - Tokyo, Japan - 21 February 2010
Media placement: Sekai Camera - Tokyo, Japan - 28 February 2010

Results and Effectiveness
Of the 35,000 runners, 13,000 participated. That’s what we’d call our magic number!

Creative Execution
We reversed the usual process by bringing the digital world into the real world. We allowed runners access to a virtual experience through runner-specific direct mail, Nike instore media, running clubs, and Nike mail news. The “Number Wall” was designed to interface with Twitter, Mixi, and Facebook expanding visibility, and building enthusiasm for the wall. A sekai-camera also allowed runners and friends to view magic numbers along the race route. All of this worked to boost participation and to unite the community of runners, but it was the van itself that made the difference on marathon day.

Insights, Strategy & the Idea
Blocked by Asics as the official sponsor of the Tokyo Marathon, our mission was to be there…without being there. We started from the premise that everyone has a magic number. Especially athletes. And especially Japanese athletes. The “Tokyo Number Wall” revealed the stories behind the numbers. On this “virtual” wall, runners could post their inspiring numbers. From there, an artist painted these numbers in real time on a van which technically became the “analog” wall. The van appeared at the Expo where runners picked up their race packets, sampled products, and made numerical celebration stickers. Ultimately, the van served as a visible (“invisible”) reminder of Nike’s support, driving alongside the runners during race day.