Mizuno Europe

Mizuno wanted a strong, consistent campaignable idea for their running category. It needed to demonstrate that Mizuno understood runners and could adapt to work across any medium from digital to traditional to PR to live events.

TheWork

The client wanted the campaign to work across the whole of Europe including: UK, Ireland, France, Demark, Sweden, Finland, Germany, Austria, Italy, Spain, Norway, Russia and Eastern European countries. So the campaign had to be universally appealing and translatable.

Mizuno Case Study 3

We discovered Committed Elite and Performance runners preferred Mizuno and Under Armour above runners who fall into the Social or Occasional groups. However this audience was declining. Social runners were the largest market and were more likely to be Trialists or Pioneers – they hadn’t made up their minds about running brands – and were more open to persuasion. 80% of runners thought sports products could enhance an athlete’s ability. Product quality was often the decisive factor when choosing between two or more products with similar features.

Before creating a campaign

We embarked on in-depth research to find out what runners really wanted. Our research included: Looking at all major competitors in the running shoe market. How they were developing their products and how this affected their communications. Discovering whether the market was growing or declining. Four focus groups with runners of different ages and abilities, asking about what influenced their purchasing decisions. A quantitative study with 500 customers. Visiting sports stores to get insight into the effectiveness of POS and brand support.

Mizuno Case Study

Before creating a campaign

We embarked on in-depth research to find out what runners really wanted. Our research included: Looking at all major competitors in the running shoe market. How they were developing their products and how this affected their communications. Discovering whether the market was growing or declining. Four focus groups with runners of different ages and abilities, asking about what influenced their purchasing decisions. A quantitative study with 500 customers. Visiting sports stores to get insight into the effectiveness of POS and brand support.

Mizuno Case Study 5

The proposition

we exist to ensure athletes maximise their potential. Using the proposition we then created the campaign strap line "Mizuno. Expect More." and the 'Moments' concept.

'Moments' was all about capturing that emotional point in time that a runner feels when they are pushing their performance. It captured that magical ‘moment’ in intimate detail, slow motion, high definition and stunning detail as the perfect analogy for Mizuno’s own efforts.

Overall, we found that runners wanted a campaign that reflected the reality of their sport. Running isn't glamorous. It's wonderful, But it's challenging and gritty. This led us to a single-minded proposition to inform all of Mizuno's branding.

4

Overall, we found that runners wanted a campaign that reflected the reality of their sport. Running isn't glamorous. It's wonderful, But it's challenging and gritty. This led us to a single-minded proposition to inform all of Mizuno's branding.

Mizuno Case Study 6
Mizuno Case Study 7
mizuno-swimmer
volleyball

TheResult

The media we used to get the message out there included: Advertising online and offline. POS and in-store support. Blogsphere and social media. Face-to-face. Competitions. Content creation. Media partnerships and sponsorship.

Though we have no specific results for each individual European campaign territory, we exceeded the client’s expectations "Our performance has improved greatly since we started working with your team. Your work in Europe definitely helped improve the position of the brand and the video content was absolutely fantastic." - Tomohiro Ota, Head of Sports Europe.

The ‘Moments’ campaign was well-received by the industry and resulted in multiple Communicator Awards for 2013. Due to the success of the ‘Moments’ running campaign, we were brought on board to be Mizuno’s agency across all their primary product categories including football footwear, volleyball, Breathe Thermo underwear and swimwear. Since then, we have helped the brand to achieve their overall brand objectives to become an innovative brand across 5 primary categories, achieve No.1 market share position at performance retailers and to build brand advocacy across all categories.

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