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Industry Cosmetics & beauty products
Media Direct marketing
Market Japan
Agency ADK Asatsu-DK Tokyo
Creative Director Mutsumi Ajichi
Art Director Hiroo Muro, Yumiko Aoyagi, Kenji Nakato
Copywriter Yutaka Yoshida, Marin Kuwabara
Designer Yusuke Hatakeyama, Satsuki Kashiwagi
Account Supervisor Ayako Kondou
Released March 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: L'OCCITANE
Date of First Appearance: Mar 3 2010 12:00AM
Entrant Company: ADK JAPAN, Tokyo, JAPAN
Creative Director: Mutsumi Ajichi (ADK)
Art Director: Yumiko Aoyagi (ADK)
Agency Producer: Akiko Suenaga (ADK)
Agency Producer: Hiroo Hashimoto (ADK)
Agency Producer: Hiroshi Sugawara (ADK)
Executive Media Planner: Takaaki Hiratsuka (ADK)
Media Planner: Takahiro Miyamoto (ADK)
Account Supervisor: Ayako Kondou (ADK)
Product Manager: Noriko Fukuhara (L'OCCITANE)
Art Director: Kenji Nakato (Creators Group MaC)
Art Director: Hiroo Muro (Creators Group MaC)
Designer: Satsuki Kashiwagi (Creators Group MaC)
Designer: Yusuke Hatakeyama (Creators Group MaC)
Copywriter: Yutaka Yoshida (Creators Group MaC)
Copywriter: Marin Kuwabara (Creators Group MaC)
Delivery Manager: Michiaki Okabe (The Asahi Shimbun)
Media Coordinator: Kunihiro Hayashida (The Asahi Shimbun)
Media Architects: Masaki Nakamura (The Asahi Shimbun)
Media Architects: Norio Kawasaki (The Asahi Shimbun)
Media Architects: Mayumi Suzuki (The Asahi Shimbun)
Media placement: Newspaper - The Asahi Simbun - 3 March 2010

Describe the brief/objective of the direct campaign.
In conjunction with a dramatic increase in brand awareness, communication control to preserve the image of the L’Occitane brand is becoming an issue in Japan. In this case, we decided to avoid TV commercials, Internet, and social networking media often used by mass-market cosmetics brands, opting instead to use traditional print media to expand brand awareness while simultaneously publicising a store opening and capturing new customers in a specific geographic area.

Explain why the creative execution was relevant to the product or service.
Packaging the newspapers in wrinkly paper let readers actually feel the texture of dry skin, while the process of unwrapping the newspaper and encountering the actual ad created a direct association with the product characteristics of L’Occitane Shea Hand Cream. In addition, a coupon for a free sample affixed to the ad encouraged new customers to turn out for the store opening.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Japanese newspaper readers tend to rely on home delivery subscriptions. This system permitted us to supplement a standard L’Occitane Shea Hand Cream ad with a special direct message for targeted delivery to areas in proximity to a new store. Our solution of wrapping the newspapers for delivery in an envelope with a shocking resemblance to dry skin was an industry-first. Our idea successfully enabled us to provide a new brand experience while simultaneously attracting customers in the area to the new store.

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.
46% of the recipients of the direct publicity brought a coupon to the new store and received a sample. Our initiative not only enhanced brand image, we were also able to target a limited geographic area, capturing a large number of new customers and contributing significantly to revenues at the new store, with communication that was highly cost-effective.