Mizuno: Through It All
Brand Campaign
The 28th Sea Games in Singapore was the perfect stage for Mizuno to have it’s first branding campaign in the APAC region. Amidst all the other sports retail companies vying to take advantage of this highly anticipated event, the objective was to share a message that resonates with what the brand spiel and reason to be. With the insight of Mizuno's brand ethos of celebrating and supporting the pursuit of excellence through the enhancement of human condition with sports, bearing in mind that the messaging should cut through similar marketing campaigns during a sports event, the positioning was strategically crafted to give honour to the people behind the glory. This poignant emotional voice was true and authentic to Mizuno: A brand that pursues sporting excellence in its own humble and effective way, behind every sportsman, through it all.
The approach for the campaign was regional in scale yet local in appeal. Five Mizuno athletes were made the face of the campaign intheir own respective countries. Their inspiring stories with their influencerswere featured in a media blitz and videos. Online, people were sharing memoriesabout their personal heroes through a contest hosted on a microsite, whilesocial media elicited buzz. They all culminated in a grand event at KallangWave Mall where scores of regional visitors came together to live the campaign.
Print ads, Kallang Stadium event, bus ads and train station ads
.png)
Microsite and social media posts
Total microsite sessions: 755,700
Mizuno Asia Facebook page likes: +30,000
Total unique reach for Facebook and YouTube: 3,874,015
Marketing Magazine’s Marketing Excellence Awards 2015 for Excellence in Brand Strategy; Silver Award
