Nissan Promo, Case study JOGGING MESSAGE by TBWA\Hakuhodo Tokyo

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JOGGING MESSAGE

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Industry Traffic safety
Media Promo & PR, Case study
Market Japan
Agency TBWA\Hakuhodo Tokyo
Copywriter Kenya Takao
Producer Masayuki Shiba
Released September 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: NISSAN MOTOR
Product/Service: ROAD SAFETY CAMPAIGN
Agency: TBWA\HAKUHODO
Date of First Appearance: Sep 21 2010
Entrant Company: TBWA\HAKUHODO, Tokyo, JAPAN
Entry URL: http://omoiyari-light.com/
Senior Account Director: Hidenori Miyoshi (TBWA\HAKUHODO)
Account Director: Mineo Mori (TBWA\HAKUHODO)
Acount Executive: Taiki Akamatsu (TBWA\HAKUHODO)
Corporate Communication Director: Kazuhiko Kawashita (HAKUHODO)
Account Director: Shuichiro Fujikawa (TBWA\HAKUHODO)
Acount Executive: Hiroko Yamamoto (TBWA\HAKUHODO)
Senior Creative Director: Minoru Fujisaki (TBWA\HAKUHODO)
Senior Art Director: Shitaro Hashimoto (TBWA\HAKUHODO)
Copywriter: Kenya Takao (TBWA\HAKUHODO)
Producer: Masayuki Shiba (TBWA\HAKUHODO)
Image Producer: Shinobu Hata (Taiyo Kikaku)
Image Producer: Otoaki Kobayashi (Taiyo Kikaku)
Production Manager: Shinya Masuda (Taiyo Kikaku)
Production Manager: Tsuyoshi Tanabe (Taiyo Kikaku)
Image Director: Shiro Tokiwa (Taiyo Kikaku)
Imager Photographer: Hiroya Iwakawa (Taiyo Kikaku)
Web Producer: Seiichi Saito (Rhizomatiks)
Web Designer: Hiroyasu Kimura (Rhizomatiks)
Web Developer: Sumito Kamoi (Rhizomatiks)
Event Director: Hiromitsu Takaku (TOW)
Media placement: TV news - 1 spot - NTV - 21 September 2010
Media placement: Newspaper - 2 spot - Hochi - 21 September 2010
Media placement: Web News - 24 spot - Yahoo! , MSN , Livedoor, etc - 10 September 2010

Insights, Strategy & the Idea
The main problems of existing road safety campaigns in Japan are that they only last for a maximum of 10 days, they are one-way communications that cast celebrities, and they displayed messages on media invisible to drivers.
Our challenge was finding a way to raise daily awareness for road safety all year round using short-term advertising budget, and to start a participatory communication that engaged citizens. We also had to generate media that could catch the drivers’ attention.

Creative Execution
We decided to turn citizen joggers who run on the same streets as cars into media.
We created T-shirts with messages to promote switching on headlights early. The T-shirts could be worn over and over again, so each time people wear the shirt to jog, their daily exercise became an action for road safety.

We launched a running event at the holy ground for Japanese runners- the Imperial Palace. Simultaneously, we reached out to nation-wide running associations and individual citizen joggers by giving away message T-shirts on the web. This allowed us to turn major jogging trails in Japan into our media.

Results and Effectiveness
180 runners participated in the Imperial Palace event, which was featured on various TV programs and other media. The chain of support gradually expanded, and over 1,000 joggers across Japan have worn this T-shirt on jogging routes. This movement still continues to spread today.