The 28th SEA Games in Singapore presented Mizuno with the perfect opportunity to launch their first ever regional brand campaign. While it was not an official sponsor, a statement needed to be made, one that says ‘We are Mizuno and this is what we believe in’.
As a brand, Mizuno seeks to advance humanity through the pursuit of sporting excellence. While we celebrate the athlete, rarely do we accord the same honour to the people behind the glory – family, coaches, mentors. In their own quiet way, they too are pursuing sporting excellence with their support and sacrifices.
'Through It All' was conceived to unite SE Asians around their national heroes while paying a timely tribute to the people who made winning possible. Regional in scale yet local in appeal, we made five Mizuno athletes the face of the campaign in their respective countries. Their inspiring stories with their influencers were featured in a media blitz and videos. Online, people were sharing memories about their personal heroes through a contest hosted on a microsite, while social media elicited buzz. They all culminated in a grand event at Kallang Wave Mall where scores of regional visitors came together to live the campaign.
Marketing Magazine’s Marketing Excellence Awards 2015
Excellence in Brand Strategy – Silver
Total microsite sessions: 755,700
Mizuno Asia Facebook page likes: +30,000
Total unique reach for Facebook and YouTube: 3,874,015
