CASE STUDY: Sneaker Freaker magazine 'stalks' 100,000 people in Japan

Background

Australian independent magazine Sneaker Freaker was launched in 2002 by Simon Wood. It is distributed in 20 countries and a global icon among sneaker junkies everywhere.

Although Tokyo is at the forefront of the sneaker culture, brand awareness for Sneaker Freaker magazine in Japan is still relatively low.

Aim

Targeting sneakers lovers, collectors and the public to drive awareness of Sneaker Freaker. 

Execution

Creative agency Ogilvy & Mather Japan set out to launch a ‘Sneaker stalker campaign’ in the heart of the hip-shopping district Harajuku.

Along with other Ogilvy divisions OgilvyAction and Ogilvy Redworks, the creative team took over a high-traffic escalator that leads to the Adidas flagship store.

The creative concept was to plaster photographs of ‘stalkers’ on the steps of the escalator. As each step on the escalator lifted up, so too would the ‘stalkers’. The models in the photographs look like they are staring at the pedestrians' feet. 

At the end of the escalator, a large floor sticker reveals the purpose of the campaign along with Sneaker Freaker’s brand logo and website link. A box of flyers was also placed nearby with an introduction to the magazine.

Result

Through only one escalator, the 'Sneaker stalker campaign' managed to reach 100,000 people in five days.

Magazine sales has increased 15 per cent, as new distributors have gotten in touch with Sneaker Freaker after the campaign.



Credits:
Project Sneaker Stalker
Client Sneaker Freaker Magazine
Client editor & founder Simon Wood
Creative agencies Ogilvy & Mather, OgilvyAction Japan
Executive creative director David Morgan
Creative director Chris Gurney
Art directors Tomoyuki Obata, Kosuke Hashijima, Akihiko Ono
Agency production Ogilvy Redworks Japan
Directors Jinshi Itomi, Yusuke Ryuman
Photography Amana Inc
Photographer Marco
CGI Yuki Sasaki
Production company Taiyo Kikaku Co
Producer Satoshi Takahashi
Director & editor Tomohiro Suzuki
Camera operator Hiroshi Nakazawa
Exposure Ambient