Mizuno Prorunner 16 is a long distance and high performance shoe . Its main characteristic is being lighter, which provides more speed for runners. To illustrate this, we created an interactive ad in the magazine with the greatest circulation in the country. From the moment the reader opens the magazine on his tablet, a chronometer secretly measures how long it takes him to read or browse the magazine until getting to the Mizuno Prorunner 16 ad.

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The Mizuno campaign strategy was based on segmented vehicles that speak directly to the performance runner.

We believed we could increase the brand’s performance and also reach a greater audience and that we could arouse interest and conquer new runners and fans of the brand.

But in order to do this, we needed to, in some manner, turn the running experience into something didactic and direct with the reader.

We aggregated to the media plan a version for tablets in the country’s main magazine: VEJA. – with a never before seen interaction in this publication, in the tablet version.

The campaign had over 13 million impacts all over Brazil. The action on the iPad had over 100 thousand interactions with the magazine’s readers. And with the cost of only one insertion we increased the frequency of the ad’s visualization, making the reader go back to the cover and then to the ad to get a better time. At the end of the campaign, we had a 10% increase in brand awareness and 8% growth in sales in Brazil.