10000 DIRECTORS FASHION SHOW by Dentsu Inc. Tokyo for B"S International

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10000 DIRECTORS FASHION SHOW

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Industry Apparel, Clothing & Footwear, Clothing
Media Direct marketing
Market Japan
Agency Dentsu Inc. Tokyo
Art Director Yuki Kumagae
Copywriter Akiko Hanada
Producer Yoko Funakoshi
Photographer Keiichi Nitta, Kotaro Tsujimoto
Account Supervisor Taito Ide, Yin Wang
Released April 2011

Credits & Description

Category: Product Launches
Advertiser: B'S INTERNATIONAL
Product/Service: APPAREL
Agency: DENTSU
Account Supervisor: Taito Ide (Dentsu)
Account Supervisor: Yin Wang (Dentsu)
Strategist/Campaign Planner: Makiko Ido (Dentsu)
Strategist/Campaign Planner: Yasuhiro Okunaga (Dentsu)
Copywriter: Akiko Hanada (Dentsu)
Art Director: Yuki Kumagae (Dentsu)
Web Director: Yoshitoki Rai (Dentsu)
Web Director: Jyunya Tanimoto (Dentsu)
Producer: Yoko Funakoshi (Dentsu Creative X)
Photographer: Keiichi Nitta (Dentsu Creative X)
Photographer: Kotaro Tsujimoto (Dentsu Creative X)
Co-ordinator: Akihiro Sato (Dentsu Creative X)
Web Director: Naoki Miyamoto (Modiphi)
: (Spfdesign)
Public Relations Director: Keiji Kikuchi (Dentsu Public Relations)
Media placement: Twitter - Twitter - 14 April 2011

Describe the brief/objective of the direct campaign.
Revive sales by delivering information about the new X-girl collection to girls who had lost interest in fashion advice made in fashion magazines and catalogues.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By handing out leaflets with the X-girl Twitter account details on them to girls on the street, we organised a fashion show that gave young girls a chance to be the directors. The girls used their mobile phones as the controller, and had complete control over a very popular Japanese fashion model. They directed the styles they liked and the location they wanted to see the style, and the renowned model quickly changed according to their directions. The photographs were then uploaded real-time via Twitter.

Explain why the creative execution was relevant to the product or service.
Since the campaign left the direction and creative input in the hands of the consumers, we were able to offer consumers a new way to engage with fashion.

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.
The number of Twitter followers grew by 518% in comparison to before the campaign. The campaign was introduced on TV and major internet news portals.
We also created a direct link from our Twitter page to the X-girl EC site, which enabled girls to purchase items introduced in the fashion show. As a result, all the 180 items introduced in the fashion shows sold out immediately.