Overview

This program aimed to increase awareness and usage of Osaifu-Keitai (mobile wallet), while simultaneously providing an opportunity to consider social issues and participate in support activities through sports.

Activities

As a PR and promotion initiative to raise awareness and increase usage of Osaifu-Keitai, we focused on the fact that 3,800 children under the age of five lose their lives every day due to diarrheal diseases caused by dirty water and unsanitary environments. We planned and implemented a program targeting runners, who have a close relationship with water, to easily and enjoyably support UNICEF’s activities.

We conducted running seminars and charity running events at the National Stadium to raise awareness about the usefulness of Osaifu-Keitai during runs. In particular, at the charity running event held in honor of the UN’s “World Water Day,” we created a unique and new donation program where participating runners made electronic money donations at terminals inside the venue for each lap they ran around the National Stadium track. By implementing an event that involved the general public while promoting the company, we provided a BtoB company with an opportunity to embody BtoC, and by incorporating a charity element, we also appealed to the company’s CSR activities, striving to improve the company’s brand value.

This charity running mechanism planned by SUNNY SIDE UP received the Good Design Award for its uniqueness and unprecedented nature. It created a “new form of corporate social contribution using sports” that had never existed before.