Details
- Agency : TBWA/Hakuhodo Tokyo
- Place : Japan, Tokyo
Green Light Run
By Adidas
Details
Advertiser
- Adidas is a German firm specialized in the manufacturing of sporting articles
Objective / insight
- Tokyo has a staggering 15 772 signals boast, the most in the worlds.
- These signals prevent accidents and save lives, however, they also make it nearly impossible to complete an uninterrupted urban run.
- Those signals stop city runners in their tracks, throwing a spanner in the pacing of their run and their heart rates
Implemented strategy
- Adidas paid their attention on signal algorithms, to elucidate routes where runners won’t be stopped by the red lights
- The devised system navigates runners through these routes that allow “ non-stop” city running
- GREEN LIGHT RUN is an urban marathon race, where the runner doesn’t have to stop for any red light by using traffic data provided by the local police department, and by taking traffic signal patterns, distance, timing and safety all into account
Technology implemented
- Light patterns calculated by using traffic data provided by the local police department
- Distance measured between every traffic signal in Tokyo accurately using the mapping data provided by navitime, a leading navigation app maker
- Timing communicated optimum routing information based on elucidated traffic signal algorithm and precise geographic to the runner in real time
Result
- Full length marathon was held in Tokyo by using this new system
- Runner selected from across the nation convened in Tokyo of this never before seen big data supported city run marathon
- Reaches 53,637,032
- Facebook Engagement :151%
- Ad value Equivalent : 337,6%
