Major League Baseball Japan
Ichiro HOF “51 WITNESSES OF GREATNESS”
- 業種：
- 活動期間：
- March 2025 - August 2025
SUNNY SIDE UP was responsible for planning, production, and PR for the commemorative project celebrating Ichiro’s historic achievement as the first Asian-born player to be inducted into the National Baseball Hall of Fame (HOF). In honor of his uniform number “51,” we collected congratulatory messages from 51 people associated with Ichiro and disseminated them through a special movie, OOH/DOOH, a special edition newspaper, and SNS. The special edition newspaper was distributed at three locations associated with Ichiro: Tokyo, Aichi, and Hyogo (Kobe). In Aichi, at the Airport Batting Center, where Ichiro went as a child, 4,367 free batting coins were distributed in honor of the total number of hits in Japan and the United States, appealing to Ichiro’s journey and story by utilizing various “witnesses.”
背景
● How much buzz can be generated around the historic achievement of the first Asian-born player to be inducted into the U.S. Hall of Fame?
We designed a project to ensure that the whole of Japan recognizes and celebrates the magnitude of Ichiro's achievement as the first Asian-born player inducted into the National Baseball Hall of Fame.
施策
アイデア
● We created and distributed the first-ever MLB special edition newspaper and conducted multifaceted activities in locations associated with Ichiro, creating a celebratory mood.
In honor of the number "51" that Ichiro wore during his active career, we received congratulatory messages from 51 individuals, including Sadaharu Oh, Hideki Matsui, Kazuyoshi Miura, and Soichi Noguchi, and produced a commemorative movie.
Furthermore, we produced a special edition "MLB SPECIAL EDITION" with serial numbers, a first for MLB. A total of 10,000 copies were distributed on a limited basis at three locations with OOH/DOOH displays related to Ichiro. In addition, in order to create an American atmosphere, we created an original design newsstand instead of handing them out, and developed it with the world view of MLB. At the Airport Batting Center, where Ichiro practiced as a child, 4,367 free batting coins were distributed in honor of the total number of hits in Japan and the United States, creating an opportunity to enjoy baseball and building momentum to celebrate Ichiro's achievements.
成果
● TV32 programs, 36 newspapers, 714 websites, advertising equivalent of 550 million yen!
As a project unique to SUNNY SIDE UP, we achieved impactful numbers in terms of exposure by developing and implementing a PR plan that included media exposure from pre- to post-event, so that the event would not be limited to the day of the Hall of Fame induction, while adding a PR perspective throughout. By gaining exposure and coverage not only in the Tokyo metropolitan area but also in various regional areas, we succeeded in conveying Ichiro's achievements to the whole of Japan.
