BE STUPID STORE by Grey Tokyo for Diesel

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BE STUPID STORE

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Industry Clothing
Media Direct marketing
Market Japan
Agency Grey Tokyo
Creative Director Arikawa Yasushi
Art Director Daisuke Suzuki
Released February 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: DIESEL
Product/Service: CLOTHING
Agency: GREY TOKYO
Date of First Appearance: Mar 1 2010
Entrant Company: GREY TOKYO, JAPAN
Entry URL: http://awards.greygroup.jp/bestupid_store/
Creative Director: Arikawa Yasushi (GREY Group G2)
Art Director: Suzuki Daisuke (GREY Group G2)
Executive Producer / Executive Creative Director: Ota Ichiro (GREY Group G2)
Senior Producer / Account Director: Ida Hideki (GREY Group G2)
Event Producer: Imamura Makoto (GREY Group G2)
Scenic Art Director: Kubota Masaru (Q’s Planning)
Production: (Q’s Planning)
Media placement: mobile - mobile - 2010.3.1

Describe the brief/objective of the direct campaign.
The 2010 DIESEL global campaign “BE STUPID.” was like a revival of the origin of DIESEL. The objective was to fully communicate the brand spirit in the first phase of the campaign, together with the launch celebration of “BE STUPID.”
-Strengthen the recruitment of DIESEL MAIL MEMBERs.
-Communicate the spirit of “BE STUPID.”, while creating enough impact to turn the heads of all targets.
-How can we increase the number of members?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Buzz making event to offer ‘BE STUPID.’ Free T-shirts with DIESEL membership registration.

Explain why the creative execution was relevant to the product or service.
-Members of the pre-existing Diesel clothing fan club got a text inviting them to the event.
-BE STUPID STORE / $0 T-SHIRT ONLY FOR STUPID.
-Opened a “2-days only” DIESEL limited T-shirt store in Harajuku, Tokyo.
-Sold $0 T-shirts to those who registered as a MAIL MEMBER, which was limited to STUPID people.

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.
-Customers formed a long queue around the store, and a total of over 3,000 pieces of $0 T-shirts were sold during the two days.
-For one month starting on March 1, DIESEL stores conducted similar events after the store closed, and this finally achieved a registration of over 12,000 members.
-Before/after the limited store event, DIESEL’s BE STUPID manifesto and posters/flyers announcing the limited store jacked the streets of Harajuku in Tokyo.

-Over 3,000 number of stupid bought $0 T-shirts
-Over 12,000 new registrants for DIESEL MAIL MEMBER