Recruit Co. DM DREAM RECEIPTS – IT’S ON US! by Hakuhodo Kettle Tokyo

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Industry Publishing, streaming & media
Media Direct marketing
Market Japan
Agency Hakuhodo Kettle Tokyo
Director Haruyo Mikogami
Executive Creative Director Koichiro Shima
Creative Director Tatsuro Miura
Art Director Satoki Inada
Copywriter Takeshi Ito, Hiroyuki Muneyasu
Designer Mari Hirata, Raita Hashizume, Shota Kojima
Producer Keisuke Abe
Account Supervisor Toshihiko Hara
Released August 2009

Credits & Description

Category: Publications & Media
Advertiser: RECRUIT CO.
Date of First Appearance: Aug 17 2009 12:00AM
Entrant Company: HAKUHODO KETTLE, Tokyo, JAPAN
Entry URL:
Executive Creative Director: Koichiro Shima (Hakuhodo Kettle)
Promotion Director: Tatsuo Yamanaka (Hakuhodo)
Creative Director: Tatsuro Miura (Hakuhodo)
Art Director: Satoki Inada (Studio Magic)
Copywriter: Hiroyuki Muneyasu (Hakuhodo)
Copywriter: Takeshi Ito (Hakuhodo)
Designer: Mari Hirata (Studio Magic)
Designer: Raita Hashizume (Studio Magic)
Designer: Shota Kojima (Studio Magic)
Director: Haruyo Mikogami
Account Supervisor: Toshihiko Hara (Hakuhodo)
Producer: Keisuke Abe (Studio Magic)
Media placement: Print (Commuter Train) - Tokyu Agency - 17 Aug 2009
Media placement: Video Ad (Commuter Train) 2 Spot - Tokyu Agency - 20 Aug 2009

Describe the brief/objective of the direct campaign.
To generate a buzz around the launch of a free tabloid paper titled “3TIMES PRESS”, created with a concept to “energize office workers in their 30’s who are in most expensive time in their life”. Our challenge is to energize the Japanese economy, by making office workers spend money, as they did before the recession.

Explain why the creative execution was relevant to the product or service.
Advertised on major commuter trains. Readers were asked to take a picture of the receipt addressed to 3TIMES PRESS by mobile phone camera, and send the picture with a reason for purchase. Reasons included a gift bought for a daughter whose Dad was too busy, buying drinks for a colleague who split up, a business book purchased for a helpless new employee, all of which went up on the campaign website and commuter trains. The campaign received wide coverage by the news media thanks to the real stories of tough office life told by the real people in the office.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The 3TIMES PRESS staged a campaign inviting its readers to send their “miscellaneous expense” receipts addressed to 3TIMES PRESS, to be reimbursed by the paper instead of their employers who were tightening corporate expenses due to the economic recession. To get a lot of good word of mouth and a lot of page view with a small budget was desired.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

“Receipts” became a medium portraying the sad yet funny realities of office life, made even worse by the recession. Real stories of hard office life, shared for a good laugh, generated strong emotional engagement. The campaign buzz spread through newspapers, online news, Twitter and the like, contributed to a successful distribution of the inaugural issue of 200 000 copies. More than 100 episodes were posted, and the site got 18734 page view in two weeks. Stating “3TIMES PRESS” every time receipt was issued, which is required for any receipts to be reimbursed by employer, helped build name recognition of the brand new publication.