Cannes Lions

MIZUNO WAVE RUNNING SHOES

BULLET, Sao Paulo / ALPARGATAS / 2008

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Overview

Entries

Credits

Overview

Execution

This integrated direct marketing and promotional action is focused on runners that already use Mizuno running shoes, in order to increase emotional bonding with the brand. It associates traffic speeding ticket to the performance of marathon runners.We asked the runners, while enrolling in some selected marathons, to point out which were their running shoes of choice, so we could select them for this action.

Few days after the marathon, Mizuno customers received at home a personalized "speeding ticket": in fact, a rebate coupon with a special offer for their next Mizuno pair of running shoes.

Outcome

The competitions we have selected for this action had close to 119,000 inscriptions. Within them, we have identified almost 30,000 runners using Mizuno. Almost 11,000 of them used the rebate coupons to buy new Mizuno shoes.

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