Sneaker Freaker: SNEAKER STALKER

Credits & Description:

Category: Best Use of Ambient Media: Large Scale

Advertiser: SNEAKER FREAKER MAGAZINE

Product/Service: MAGAZINE

Agency: OGILVY & MATHER JAPAN

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

Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN

Executive Creative Director: Mark Collis

Creative Director: Chris Gurney

Art Director: Tomoyuki Obata

Art Director: Kosuke Hashijima

Art Director: Akihiko Ono

Director: Jinshi Itomi (Redworks Japan)

Director: Yusuke Ryuman (Redworks Japan)

Photographer: Marco (D I P)

Chief Assistant: Ayano Kawasaki (D I P)

CGI: Yuki Sasaki (D I P)

Professional: Yuhsaku Najima (Amana)

Professional: Mari Takeuchi (Amana)

Professional: Satoshi Takahashi (Taiyo Kikaku)

Director: Tomohiro Suzuki (Taiyo Kikaku)

Media placement: Ambient - YM Square Build Harajuku, Tokyo - 19/09/2009



Results and Effectiveness

-Results: In just 5 days, we stalked approximately 100,000 pairs of feet, introducing all of them to Sneaker Freaker magazine.



Creative Execution

-Creative strategic solution: put our advertising as close as we can to the sneakers worn by fashionable people.

-Channel 1: We used escalator prints at a place where the most sneaker fanatics already hang out: the Adidas store in Harajuku, the most fashionable neighbourhood in Japan. In this high foot traffic area, we made it all about their sneakers, showing Sneaker Freaker’s fanaticism in a surprising, playful way.

-Channel 2: we used floor prints at the top of the escalator to drive home our branding. Take ones and bound magazine samples showed the magazine content to interested pedestrians.



Insights, Strategy & the Idea

-Business and marketing goals: build awareness of the world’s biggest Sneaker magazine in a country that hasn’t heard of it yet: Japan.

-Target audience & relationship with brand: Japanese fashion-heads are already sneaker fanatics… but they didn’t know about Sneaker Freaker yet!

-Unique insight: Japanese sneaker fanatics will only trust a magazine that loves sneakers as much as they do.