Sneaker Freaker: SNEAKER STALKER

Credits & Description:

Category: Ambient: Special Build

Advertiser: SNEAKER FREAKER MAGAZINE

Product/Service: MAGAZINE

Agency: OGILVY & MATHER JAPAN

Executive Creative Director: Mark Collis

Creative Director: Chris Gurney

Art Director: Tomoyuki Obata/Kosuke Hashijima/Akihiko Ono

Photographer: Marco

Producer: Satoshi Takahashi/Yuhsaku Najima/Mari Takeuchi

Other Credits: Designer:jinshi Itomi/Yusuke Ryuman/Director:tomohiro Suzuki/Cgi:yuki Sasaki/

Date of First Appearance: Sep 19 2009 12:00AM

Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN



Description of Ambient execution

'Sneaker Freaker' is a magazine that has established itself as the first and only international sneaker magazine, a global icon amongst sneaker junkies everywhere. It's sold in the coolest shops in over 20 countries and covers the newest and most exclusive sneaker stories all year round.
Although Tokyo is at the forefront of sneaker culture, awareness towards the 'Sneaker Freaker' Magazine and brand in Japan was still relatively unknown.
With the objective of raising awareness in Japan, and with a limited budget Ogilvy & Mather Japan unfolded a 'Sneaker Stalker Campaign', to target the insights of the sneaker maniac and to deliver a message from the brand.
From here we selected the right location, advertising space and most importantly the mechanic on how we would deliver the message.
The location we chose was Harajuku, the hottest sneaker craze spot in Tokyo. Here we jacked an escalator located in a multi-purpose commercial building boasting one of the highest traffic areas in Tokyo (it led right up to the Adidas Store). It would be perfect for some 'Sneaker Stalking'.
The idea was that as each step on the escalator lifted up, so too would our 'Stalkers', bobbing up to take a peek at peoples feet and then bobbing down at the end of the ride.
The pedestrians would ride the escalator to the top (get 'Stalked') then step off onto a large floor sticker, branded with product name and URL. They'd grab a take-one flyer and flick through the magazine, both of which were placed on a nearby railing for easy access.
Since advertising on escalators in this format was a fairly new media in Tokyo, we worked closely with a company who offered the right gear for the project. Split form adhesive panels that fit right into the stair grooves, neat and clean.
For the course of the campaign, we estimated we 'Stalked' around 100,000 passengers who rode our escalator.
With this simple, fun and engaging idea we managed to capture a whole new audience for 'Sneaker Freaker' in Tokyo.