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Sportlife's Akaduro
Sportlife's latest Red Cinnamon campaign has been developed by Lode Schaeffer en Erik Wünsch of S-W-H. The Dutch ad agency wanted the chewing gum to be a brand which is ahead of the mass, aiming at youngsters and using 'unexpected freshness' as leading theme.
S-W-H created new extreme sports to underline this concept, like Yetiball: snowbording as a snowball. Communication was focussed on commercials, interviews, a lot of fake websites, a MTV documentary, a press conference and even G-Sus t-shirts. 
Photo: Although Japan is the 'natural habitat' of Red Cinnamon, Dutch chewing gum producer Maple Leaf is not planning to introduce it in the Japanese market (yet). In line with this concept is Akaduro, a sport developed to introduce Sportlife's Red Cinnamon. The Akaduro myth tells that it has been refined by Japanese martial arts fighters, which was spotted by Sportlife who wanted to develop a special chewing gum in this context. 
Photo: Commercials of a red Japanese ninja running and jumping through busy streets are followed up by a website. The Akaduro campaign is a viral campaign which combines mass and online media, causing discussions in webblogs and creating a buzz towards the target group: youngsters. According to Mark Aink, account director S-W-H, Sportlife's market share rose significantly after the campaign. Retailers even asked permission to sell Red Cinnamon. 
Photo: Running and jumping youngsters, a popular trend. Akaduro creatively implements the 'unexpected freshness' concept: giving it an international flavour by using martial arts. Furthermore Akaduro shows influences of popular subcultures like Parkour or Urban FreeFlow (or plain old PK) created by David Belle and Sebastien Foucan - the real Spidermen! - who also acted in the awards winning Nike commercials 'Young Love' and 'Angry Chicken', filmed by Traktor. Akaduro is a very nice and distinguishing campaign! |
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posted by BlogFonk: Wednesday, August 11, 2004 [#] Erms Suripatty