BRIC-A-BRAC BUYER WANTED! by Tokyu Agency for Paperboy&co

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BRIC-A-BRAC BUYER WANTED!

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Japan
Agency Tokyu Agency
Director Masayuki Uchida
Creative Director Tetsushi Kawachi
Copywriter Tetsushi Kawachi
Designer Chinatsu Yoshida
Producer Ataka Hiroshi
Photographer Piczo
Illustrator Laura Ricco
Released December 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: PAPERBOY
Product/Service: CALAMEL! ONLINE MAIL SERVICE
Agency: TOKYU AGENCY
Date of First Appearance: Dec 14 2009 12:00AM
Entrant Company: TOKYU AGENCY, Tokyo, JAPAN
Entry URL: http://calamel-buyer.heteml.jp/en/
Creative Director: Tetsushi Kawachi (Tokyu Agency)
Art Director: Masayuki Uchida (Tokyu Agency)
Copywriter: Tetsushi Kawachi (Tokyu Agency)
Planner: Tetsushi Kawachi (Tokyu Agency)
Planner: Masayuki Uchida (Tokyu Agency)
Planner: Anri Ogawa (Tokyu Agency)
Planner: Satoko Inoue (Tokyu Agency)
Director: Masayuki Uchida (Tokyu Agency)
Motion Designer: Atsunobu Ito (9point Inc.)
Designer: Chinatsu Yoshida (Birdland Co.)
Designer/Illustrator: Satoshi Matsuo (Birdland Co.)
Photographer: Piczo (Free)
Illustrator: Ricco. (Free)
Producer: Ataka Hiroshi (Paperboy)
Web Designer: Haruna Yamasaki (Paperboy)
Programmer: Daigo Suganuma (Paperboy)
Client Supervisor: Osamu Kawazoe (Paperboy)
Client Supervisor: Masayuki Abe (Paperboy)
Account Executive: Takaaki Sodeyama (Tokyu Agency)
Account Executive: Anri Ogawa (Tokyu Agency)
Media placement: Station Posters - East Japan Railway Company / Tokyu Corporation / Keio Corporation - 11 January 2010
Media placement: Recruiting Magazine - anWeekly - 17 December 2009
Media placement: Leaflets - Shops - 10 December 2009
Media placement: Website Banners - Yahoo! JAPAN - 13 January 2010
Media placement: Blog Parts - Blogs - 14 December 2009

Describe the brief/objective of the direct campaign.
The objective was to increase users for online mall "Calamel"! Unlike the major online malls, with a wide variety of products, "Calamel"! is famous for its unique items, with individuality, sometimes, one of a kind. Some of the major online malls, with 100 times more sales volume than "Calamel"! have higher awareness. We needed "Calamel"! to be recognised as the "unique" online mall in Japan.

Explain why the creative execution was relevant to the product or service.
The characteristic value of the online mall "Calamel"! is its unique merchandise: mostly one of a kind, handmade, individualistic imported items that no other major online mall can offer. And to emphasize the unique product assortment, we came up with the idea of creating a flagship shop called "Bric-a-brac Worldwide", and created a unique process of recruiting buyers to attract attention.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In the online mall, we created a flagship store called "Bric-a-brac Worldwide" and recruited buyers to collect unique merchandise whilst travelling worldwide. The applicants were selected by popular vote. The applicants used social networking sites to conduct daily presentations, asking for votes. The excitement of the process of selecting the buyer, supporting a candidate and watching the amount of support increasing daily spread like wildfire. Many people became involved in this process, which created an emotional release and a sense of common interest among the support group as they felt attached to this process.

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.

Through announcement on social networking sites, many users made access to "Calamel"!, on average users stayed 3 minutes and 51 seconds, participating in the selection process. We were able to leave a strong impression as the unique online mall. During the 39-days application/election period Calamel won a total of 13,873,456 Page Views. A total of 5244 applicants. Affiliate registration grew to three times over. We recorded a 20% sales increase (compared to pre-campaign figures). The campaign was introduced to many online media and also on television. For a budget of US$150,000, the equivalent of over US$7million worth of advertising was achieved.