OBJECTIVE: Sneaker Freaker is a popular magazine about rare sneakers and the modern footwear craze. First published in 2003, the magazine is currently sold in 40 countries. A clever campaign was needed to create awareness of the magazine across Tokyo and drive people to the website.
INSIGHT: Potential Sneaker Freaker readers are fanatical about their love for sneakers. They are constantly checking out the latest styles, both in store and on the feet of those around them.
ACTION: We transformed the busiest escalator in Harajuku, the hottest sneaker area in Japan, to deliver the campaign’s message. Photographs featuring sneaker stalkers were applied to random steps on the escalator giving the illusion that these strangers were peeping at the “heat on the consumers’ feet!” A Sneaker Freaker floor graphic, leaflets, and a copy of the magazine were placed at the escalator landing for an added promotional punch.
REACTION: On a shoestring budget the campaign generated a huge buzz and interest in Sneaker Freaker magazine with the Sneaker Stalkers peering at over 100,000 feet over the course of a five-day period.