Nike Promo NIKE5 / INVASION by Beacon Communications Tokyo

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

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: NIKE
Product/Service: SPORTSWEAR
Date of First Appearance: Nov 1 2010
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

Describe the objective of the promotion.
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. We targeted these average Japanese players as our new customers, and challenged them to convey the reality and the brilliance of “authentic futsal” through the introduction of the new Nike5 range. The strategy was our direct and real "Pitch Invasion" to create truths rather than a product ad, with the Nike5 spirit of “Play the REAL THING”.

Describe how the promotion developed from concept to implementation.
The hardball matches pitting "Nike5 Professionals (BRAND) with Japanese Players (CONSUMERS)" across the country. Using the pitch as our physical stage, the masked Nike5 invaders provided a hard-boiled lesson to Japanese players. At the same time we leveraged SNS.
- YouTube: Declaration footage of the invasion to expand the tension.
- Twitter: All the action was covered simultaneously by live tweet commentary, that spread on-pitch excitement.
- Facebook: A non-fiction book documenting the invasion was written up with Nike5 spirit from its fanpage. More and more truths were born from direct, physical and real experiences of "brand vs consumers".

Explain why the method of promotion was most relevant to the product or service.
No message can outweigh the truth. So we pursued the truths thoroughly rather than creating a product ad. Seeing is believing, and playing is believing more deeply. The futsal brand of Nike5 literally played futsal with consumers really and seriously. That real experience was exciting and believing, and created a bond between brand and consumers.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Despite the total budget being only $35,000, the Nike5 invaders grabbed the hearts of Japanese players and media alike. Every pitch was crowded by the audience to watch the hardball games. More and more players visit our SNS day by day.
- YouTube: over 30,000 views (including English subtitle version).
- Twitter: over 650 followers.
- Facebook: over 2,200 fans and over 120,000 views
And most importantly, Nike5 products sold out across the country.