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Japan-based advertising agency Dentsu Y&R wanted to create something truly memorable for their client, Dole. This led them to invent a new reward for runners of the Tokyo Marathon: a Banana Trophy.
Dole was initially slated to sponsor 91,000 ‘Gokusen’, or premium bananas at the event.
However, they did much more and also collected race details of each runner, used a special edible ink to print their race times on a ‘Gokusen’ banana. This customized banana was then awarded to each runner as a trophy.
According to the agency, the campaign garnered more than US$1.1m in media coverage and reached an estimated 28m people, with no media spending at all.
Watch the case study below:
[via Mumbrella Asia]
Japan-based advertising agency Dentsu Y&R wanted to create something truly memorable for their client, Dole. This led them to invent a new reward for runners of the Tokyo Marathon: a Banana Trophy.
Dole was initially slated to sponsor 91,000 ‘Gokusen’, or premium bananas at the event.
However, they did much more and also collected race details of each runner, used a special edible ink to print their race times on a ‘Gokusen’ banana. This customized banana was then awarded to each runner as a trophy.
According to the agency, the campaign garnered more than US$1.1m in media coverage and reached an estimated 28m people, with no media spending at all.
Watch the case study below:
[via Mumbrella Asia]