Campaign Background / Objective:
In the summer of 2009, Japan’s national football team was playing in the final round of the Asian Qualification to get its ticket to the World Cup.
The players were on the pitch with great national pride and firm determination to make its way through.
At this intense stage, adidas wanted to boost the player’s determination by tapping into the energy of their fans.
This campaign is the cross media campaign with the mobile devise as a key tool utilizing augmented reality technology.
Campaign’s objective is to create the emotional bond between team and fan through the symbol of Japan Football, “three-legged-crow”, which is the divine guide sits at the chest of National Jersey. Our challenge was to change people’s mind from “Spectators” to “Supporters”.
First, adidas developed the concept film. The message adidas sent out to the fans was that the national team needed their support, and that the emotional bond between team and the fan was key to Japan’s victory.
adidas collected the supporter’s determination through the mobile. All they had to do to send a supporter’s word of determination from a mobile phone, was to download the three-legged crow symbol with represent the Japan Football Team. All collected message was shared on the special website where we could see thousands of expressions of determination from the fans through the crest on the Shunsuke Nakamura’s jersey.
We got the National team coach Okada to experience the Determination Visualizer so that he could deliver the heated voices from the fans to his team.
We placed “Determination Visualizer” at the stadium and adidas shops, which is a devise using the Augmented Reality technology, to let the fans express their own determination as supporters for the national team in a very unique way.
APPEAL POINT
Using the identity of Japan Football, the Yatagarasu (3 legged crow), as the core idea of the campaign structure which includes Web, Mobile, Event and retail. Also, having supporters to experience the overflowing determination with Augmented Reality in order to let the fans know, that the National jersey is the key to connect the team and the fans together.
People can experience the determination visualizer with not just mark-printed paper but also with electric mark downloadable into the mobile phone by increasing the accuracy of AR. This campaign also helped driving traffic to adidas store since people who downloaded the AR marker were going to store to experience the determination visualizer in the store.
Results
• Campaign PC site Total PV: 127,579
• Campaign Mobile site total PV: 110,274
• Total Determination from the fans: 5,785
Campaign’s main copy: “We are determined to astonish the world” was ranked as 19th place of Yahoo’s search keyword ranking.
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ID: oneshow2010 PW: creative
Software Requirements
Microsoft Internet Explorer 7
Safari 2
Firefox 2
Adobe Flash Player Plugin
© 2010 adidas Japan K.K.