A Japanese sportswear and sporting goods company is attempting to dominate the U.S. market with an advertising campaign centered on the question, “What if everybody ran?”
Known mostly for their running shoes, Mizuno hopes this campaign will attract new customers and motivate old ones to take advantage of the benefits of running. More then individual benefits, the campaign also highlights positive changes the U.S. overall.
The media mix of the campaign includes the brand’s first-ever television commercial, a series of video clips, print and digital advertisements. The campaign also increases the brand’s presence on social media with the hashtag #IfEverybodyRan.
Most importantly, the hub of the campaign is located at the web address, www.ifeverybodyran.com. Here, consumers are redirected to a section of the Mizuno USA website devoted to running and are introduced with a 100-second video which acts as a digital manifesto.
Ahmet Abaci, vice president for brand marketing and management at Mizuno USA in Atlanta told a New York Times reporter, “The campaign is reflective of our overall brand purpose. We believe in the transformative power of sports to make the world a better place and help people to live better lives.”
So what would happen if everybody ran? Don’t know? No worries, Mizuno has it covered. They commissioned the Kenan-Flagler Business School at the University of North Carolina to conduct a research project to find the answer.
The results are included in various videos. Some are listed below:
- 48,081,000 fewer cigarettes smoked daily
- 20 million more great-grandmothers
- 7 billion more hours spent outside
- Up to $143 billion in health care savings
I don’t know about you but all those reasons seem good to me! I also think the brand’s efforts to describe the bigger-picture benefits opposed to individual goals has a larger impact. One video describes “200 million inches” would be lost if everybody ran.
Overall, I would say this is a very motivational and successful campaign that makes me want to buy a pair of Mizuna and go for a nice, long run.
Elliot, Stuart. 2014, April 14. “Mizuno Campaign Asks Sunny—And Everyone Else
—Run” New York Times. Retrieved from: http://www.nytimes.com/2014/04/14/business/media/mizuno-campaign-asks-what-makes-sammy-and-everybody-else-run.html?ref=media&_r=0