LAMDASH GUINNESS WORLD RECORD by Dentsu Kansai for Panasonic

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LAMDASH GUINNESS WORLD RECORD

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Industry Shaving
Media Direct marketing
Market Japan
Agency Dentsu Kansai
Director Yusuke Shimizu, Jun Ishizuka, Sachie Ichihara
Creative Director Yasutada Nohara
Art Director Shusuke Fukuzaki
Copywriter Hisayuki Ito
Producer Tatsuo Akutsu
Photographer Masami Niitsu
Released September 2009

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: PANASONIC CORPORATION
Product/Service: LAMDASH ELECTRIC SHAVER
Agency: DENTSU KANSAI
Date of First Appearance: Sep 26 2009 12:00AM
Entrant Company: DENTSU KANSAI, Osaka, JAPAN
Entry URL: http://panasonic.jp/lamdash/jp/guinness/
Creative Director: Yasutada Nohara (Dentsu Kansai)
Copywriter: Hisayuki Ito (Dentsu Kansai)
Art Director: Shusuke Fukuzaki (Dentsu Kansai)
Producer: Tatsuo Akutsu (Creators Group MAC)
Director: Jun Ishizuka (Creators Group MAC)
Director: Sachie Ichihara (Creators Group MAC)
Director: Yusuke Shimizu (Wrass Network)
Photographer: Masami Niitsu
Media placement: Event - Stadium - 26 September 2009

Describe the brief/objective of the direct campaign.
LAMDASH- Panasonic's exclusive electric shaver with 4 blades. It is not easy to motivate someone to buy such an expensive shaver. However, we are confident that when people try it they will immdiately feel the value of LAMDASH.

Explain why the creative execution was relevant to the product or service.
This event was recognised as an official Guinness World record for the most people shaving simultaneously. This was big news! It was reported through out the media, In TV programs, in newspapers and online news. The participants and those in the audience wrote about it in their blogs and on social networking Sites. This had a huge impact in spreading the word about LAMDASH.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to let a large number of people feel the quality. So, we held an unique event just before a football match. 1379 people who hadn't shaved for 24 hrs shaved with LAMDASH, in front of 20,000 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.
As a result, our official websit attacted 6 times the normal number of visitors. 95% of the participants said they were satisfied. This figure was used in advertising and for promotional events in stores. 1379 people at the event plus about 10,000 people in stores around japan experienced the value of LAMDASH. This one event influenced so many people to join other events throughout the country, with total participation reaching 11,379 people. The high satisfaction rate, the Guinness World record and customer experience in stores boosted a market share that had hadn't changed for ten years. Sales figures increased by 18% with total sales of 334,000 units. Overall, that's a 5.4% increase in Japanese market share.