Sneaker Stalker
Sneaker Freaker is a magazine that has established itself as the first and only international sneaker magazine, a global icon amongst sneaker junkies everywhere. Its sold in the coolest shops in over 20 countries and covers the newest and most exclusive sneaker stories all year round.
Although Tokyo is at the forefront of sneaker culture, awareness towards the Sneaker Freaker Magazine and brand in Japan was still relatively unknown.
With the objective of raising awareness in Japan, and with a limited budget Ogilvy & Mather Japan unfolded a Sneaker Stalker Campaign to target the insights of the sneaker maniac and to deliver a message from the brand.
From here we selected the right location, advertising space and most importantly the mechanic on how we would deliver the message.
The location we chose was Harajuku, the hottest sneaker craze spot in Tokyo. Here we jacked an escalator located in a multi-purpose commercial building boasting one of the highest traffic areas in Tokyo (it led right up to the Adidas Store). It would be perfect for some Sneaker Stalking.
With this simple, fun and engaging idea we managed to capture a whole new audience for Sneaker Freaker in Tokyo.
The boys love a pair of...! (Concept)
