Mizuno – What If Everybody Ran

Mizuno Running dévoile aujourd’hui son premier spot, le jour du marathon de Boston qui fut le théâtre d’une affreuse tragédie l’année dernière. Ce spot de 30 secondes fait partie de la campagne de la marque lancée le mois dernier, intitulée « What If Everybody Ran » et qui dispose d’un budget de 2 millions de dollars.

La publicité sera diffusée tout d’abord au niveau local, à Boston, puis au niveau national sur ESPN. Ahmet Abaci, VP Marketing et Marque de Mizuno, a confirmé que la marque disposait d’une présence plus importante sur le marathon cette année que l’année dernière. « Nous sommes présents avec tout ce qui fait notre marque », a déclaré M. Abaci.

Le spot est pour le moment diffusé de manière tactique sur le digital et de façon grassroots, avant peut-être un plus grand plan TV. « Nous essayons d’éviter une communication aussi unilatérale que la télévision, et nous pensons que c’était le bon moment et le lieu pour délivrer notre message à un public plus large. » a ajouté M. Abaci de Mizuno. Sur les réseaux sociaux, la campagne est soutenue par le hashtag : #IfEverybodyRan

Le budget communication et publicité de Mizuno a augmenté de 30% cette année, compte tenu des volontés d’investissement TV de la marque. « La raison pour laquelle nous allons sur la TV cette année, c’est que nous croyons avoir un message très puissant. »

Cette campagne de Mizuno, « What if Everybody Ran » est basée sur une étude menée à l’Université de Caroline du Nord qui a cherché à mettre en parallèle, les coûts, économies et chiffres marquants si toute la population des Etats-Unis se mettait à travailler. Les visuels ci-dessous, disponible sur le compte Pinterest de Mizuno, vous donne une idée de ce que le running peu apporter d’un point de vue économique et social.

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