Cannes Contenders: Beacon/Leo Burnett Tokyo
In the lead up to next month’s Cannes Lions Festival, Campaign Brief Asia will be showcasing work from some of Asia’s top agencies that we hope will impress the judges…
Beacon/Leo Burnett Tokyo
To promote NIKE’s rich heritage and leading innovation to further strengthen the bond between consumers and the Nike Brand, Beacon/ Leo Burnett Tokyo created NIKE Shoe Boxxxx, a Facebook application, available in both Japanese and English, for sneakers’ lovers all around the world to collect, connect, trade/buy over 10,000 shoes that NIKE has launched over the years. Created based on the humankind insight that sneaker is the global language, it zooms in on the joy and thrill of the moment when you open a shoe box. Over the years, Nike has released over 10,000 variations of shoes with a unique appeal to each and every one of them, successfully capturing the hearts of many. The sneaker is the ultimate symbol of youth and rebellion. The joy of obtaining the shoes you longed for. The elation of opening the box for the first time. The feeling of standing out uniquely among your friends. The idea behind the Nike Shoe Boxxxx is all about Collect, Connect, Trade/Buy. It was an experimentation with the ‘gamification’ of e-commerce – making purchasing online a more interactive and fun experience to allow sneaker fans to feel the enjoyment of “opening the box” virtually and in the real world. More than 10,000 masterpiece shoes that NIKE has been releasing within a 40 year period are now making a revival in the digital sphere. Allowing sneaker fans to collect and trade with others on Facebook from around the world and of course purchase many of the rare vintage shoes. The Facebook application currently has about 5,700 players.
Beacon/Leo Burnett Tokyo
In Japan, baseball players have a different ethos than their counterparts in the west. Team unity is paramount, and individual performances are considered to be secondary concerns. Nike wanted to change this, and chose to launch a campaign targeting high school baseball players throughout the country. Schools were sent a box of 9 baseballs, with one ball for each position on a baseball field. Each ball contained a custom QR code that linked to a position-specific mobile site. Each mobile site contained training tips and advice from Nike athletes on how to succeed and become stars at their position. The mobile sites also enabled players to compete with other athletes at their position from other schools. The Nike 9 Heroes campaign generated enormous interest around the country in the lead up to Japan’s most famous high school baseball tournament, and helped change player’s attitudes towards individual success.
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