Cannes Lions
McCANN ERICKSON JAPAN, Tokyo / NEW BALANCE / 2013
Overview
Entries
Credits
Execution
In order to create a real experience of the developing concept 'LESS IS MORE' for the target, we executed a unique campaign to achieve the maximum PR value within a limited budget.
Throw away your shoes!
We ran a sampling campaign that got people to throw away their old shoes in a garbage truck in exchange for a new pair of MINIMUS. The Shoes Truck drove around Tokyo’s bustling and fashionable district of Shibuya, and runners tracked it down with their smartphones or PCs to get their pair of MINIMUS.
Outcome
Total number of shoes thrown away: 1,200
Number of participants: Approx. 5,000
Total of 130 Media Exposure including TV programs and websites
Tripled the number of "Likes" on the brand facebook page from 3,000 to 9,000
Media value generated: Approx. 120,000,000 JPY
Using facebook as a platform for the campaign, we were able to share comments about the campaign, reactions wearing MINIMUS, and other various voices of the consumers, which could not have been realized by a simple sampling.
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