Celebrating the Jordan Brand 30th anniversary, we recreated a Taiwan daily life traffic icon being “the Jumpman Traffic Light”, a 30th anniversary limited edition, to pay tribute to Michael Jordan’s spirit and honor his legend.

From 2nd October to 18th October 2015, we set up the Jordan Brand Traffic Light at Ximending, the most popular entertainment place for Taiwanese teenagers. People dropped by to see and enjoy the eye-catching animation of the “Trafficman” changed into the “Jumpman”. After the “Jumpman” logo appeared, we threw a QR code to drive consumers’ have in-depth knowledge of Jumpman by visiting the Jordan Brand 30th anniversary website.

It had over 700,000, a great traffic at Taiwan Ximending Square. Over 3,000,000 impressions were generated by the Jordan Brand Jumpman Traffic Light on both online and offline media. Specifically, it was the talk of the town by posting on TV and popular hoops social platforms in Taiwan which earned more than 2,000,000 dollars of media value. Last but not the least, over 1,640,000 views on the internet, 31,000 likes and 25,600 shares were created all over the world.

We integrated a Taiwan traffic icon with the Jordan Brand logo, turned out “the Jumpman Traffic Light”. When the Trafficman saluted Michael Jordan with being the Jumpman, teenage passengers were attracted to stop by to see and enjoy the animation immediately. The tiny and simple device gained numerous and intensive shares on social platforms which drove highly attentions for the Jordan Brand 30th anniversary campaign successfully. For the Jordan Brand, the Jumpman Traffic Light triggered directly positive responses from our target audiences and established emotionally connections between them and the brand which is the priceless experience.

Our strategy was come up with the idea that Taiwanese teenagers are very keen on taking photos of novelty and sharing on social platforms. Therefore, we turned Taiwan daily life traffic icon into the Jordan Brand’s logo – Jumpman on an outdoor device to kindle teenagers to jump on the bandwagon of taking photos and sharing. Consequently, making them refocus on the Jordan Brand and inspire them to have in-depth knowledge of brand.

Three decades ago, the Jordan Brand took its first flight on the world, bringing us the great sporting era. As times goes by, the Jordan Brand no longer represents basketball spirit and culture but merely a luxury sports brand for Taiwanese teenagers. For celebrating Jordan Brand’s 30th anniversary in 2015, it is an opportunity to reestablish connection between teenagers and the Jordan Brand, to be more precisely, reminding the public of the Jordan Brand’s spirit and make the Jumpman fly on court again.