Advertiser: NEW BALANCE JAPAN
Agency: McCANN ERICKSON JAPAN
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertising campaign: MINIMUS SHOES TRUCK
Copywriter: Takahiro Ono (McCann Erickson Japan)
Art Director: Shiko Murai (McCann Erickson Japan)
Executive Creative Director: Seiji Shiramizu (McCann Erickson Japan)
Relevancy
This campaign leads people to experience that by “throwing away, we can gain something”, which originated from the developing concept for MINIMUS “LESS IS MORE”.
Outcome
Total number of shoes thrown away: 1,200Number of participants: Approx. 5,000Total of 130 Media Exposure including TV programs and websitesTripled the number of "Likes" on the brand facebook page from 3,000 to 9,000Media value generated: Approx. 120,000,000 JPYUsing 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.
Client Brief Or Objective
New Balance MINIMUS is footwear that has done away with all fancy functions with a developing concept of “LESS IS MORE”. Our challenge was how we can get runners to switch from other brands to MINIMUS.
Implementation
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.