Nike Promo, Case study NIKE TOKYO LIVE by Daiko Tokyo, Wieden + Kennedy Tokyo

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Japan
Agency Daiko Tokyo
Agency Wieden + Kennedy Tokyo
Executive Creative Director Frank Hahn, Naoki Ito
Released September 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: NIKE
Product/Service: NIKE SPORTSWEAR
Date of First Appearance: Sep 12 2010
Executive Creative Director: Frank Hahn (Wieden+Kennedy Tokyo)
Executive Creative Director: Naoki Ito
Art Buyer: Akio Iida (Wieden+Kennedy Tokyo)
Executive Producer: Naohiro Ukawa (Dommune)
Group Account Producer: Toshihiro Hasegawa (Jamgle Jam Promotion)
Account Producer: Ryosuke Matsumura (Jamgle Jam Promotion)
Media placement: Web/Ustream/Live Event - Web - 2011/9/2

Insights, Strategy & the Idea
Challenge: Running is the core of NIKE. And yet it was nowhere in Japan.
Brief: How do we create a running phenomenon in Japan and establish NIKE as an exciting running brand?
Insight: Japan’s youth is always ‘on’ - connected 24/7 through mobile phone, twitter, blogs they stay up to date on music, fashion, culture and gossip.

Creative Execution
We worked with Dommune, an emerging online music channel to create a night of live music, -talk show, -tweeting and -running. While holding a talk- and music show with special guests Jun Takahashi and Dai Tamasue we hosted a group run in the streets of Tokyo. The runners were part of a 5K run against the music, performed by Dex Pistols. The runs started in NIKE’s flagship store in Harajuku crossing the entire city with destination Dommune studio – and back. Everything happened at the same time and was broadcasted live to Tokyo.

Results and Effectiveness
People left comments via twitter, the hashtag "#dommune" totalled 640 and it recorded the highest number of viewers worldwide of the night on Upstream. (Number of viewers: 35,324).