GOO-TOUCH ACTION by TBWA\Hakuhodo Tokyo for Adidas

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GOO-TOUCH ACTION

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market Japan
Agency TBWA\Hakuhodo Tokyo
Creative Director Hideyuki Tanaka, Ntasuo Sato
Art Director Takuya Ozaki
Producer Yasuhiro Fukunaga, Akiou Kato
Photographer Takakazu Aoyama
Released March 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: ADIDAS JAPAN
Product/Service: ADIDAS BASEBALL
Agency: TBWA\HAKUHODO
Date of First Appearance: Mar 28 2009 12:00AM
Entrant Company: TBWA\HAKUHODO, Tokyo, JAPAN
Creative Director: Ntasuo Sato (Hakuhodo)
Creative Director: Hideyuki Tanaka (TBWA\Hakuhodo)
Art Director: Takuya Ozaki (TBWA\Hakuhodo)
Photographer: Takakazu Aoyama (AMANA)
Agency Producer: Wei-Chun Chu (TBWA\Hakuhodo)
Producer: Yasuhiro Fukunaga (AMANA)
Producer: Akiou Kato (MORPH)
Copy Writer: Masaharu Kumagai (TBWA\Hakuhodo)
Media placement: Event - adidas concept shop Tokyo Dome - 28 March 2009

Describe the objective of the promotion.
Convert as many Japanese baseball fans into adidas fans, and attract them to adidas shops to ultimately increase overall sales.

Describe how the promotion developed from concept to implementation
Deliver the "Goo Touch Action" from adidas to all baseball fans. The "Goo Touch Action" is a gesture-used by HARA* to praise his players during the games, which many fans wanted to experience for themselves. *HARA is the manager of the No.1 Japanese professional baseball team, YOMIURI GIANTS officially supported by adidas.

Describe the success of the promotion with both client and consumer including some quantifiable results
By bringing such excitement through a simple “Goo-Touch Action", the adidas brand managed to enter into the hearts of many baseball fans thus increased shop sales and visitors. Sales vs 2008: 170.4% in June, 2009 Visitors vs 2008: 147.9% in March, 2009

Explain why the method of promotion was most relevant to the product or service
We found out that baseball fans would love to try this gesture usually exclusive to the professional players for themselves. So we made a life size Hara figure in the popular “Goo Touch” position. This became the bond between adidas and the baseball fans. So we took a mold of Hara’s fist and gave life to his replica, then added details like his veins and wrinkles to accurately reproduce his posture. By bringing such excitement through a simple “Goo-Touch”gesture which so many fans were fond of, the adidas brand managed to enter into the hearts of many baseball fans.