Diesel Promo, Case study KICK ASS HALL by Grey Tokyo

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Industry Clothing
Media Promo & PR, Case study
Market Japan
Agency Grey Tokyo
Creative Director Arikawa Yasushi
Released October 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: DIESEL
Product/Service: CLOTHING
Date of First Appearance: Oct 17 2010
Entrant Company: GREY TOKYO, JAPAN
Entry URL: http://awards.greygroup.jp/kickass/
Creative Director: Arikawa Yasushi (GREY Group G2)
Executive Producer / Executive Creative Director: Ota Ichiro (GREY Group G2)
Senior Producer/Account Director: Ida Hideki (GREY Group G2)
Event Producer: Kurushima Shintaro (Sun Design)
Production: (Sun Design)
Media placement: Online Ads (PC & Mobile Banner) - Yahoo! Japan - 2010.9.30
Media placement: Online Ads (PC & Mobile Banner) - Excite - 2010.9.30
Media placement: Online Ads (PC & Mobile Banner) - Livedoor Mobile - 2010.9.30
Media placement: Online (Part-Time Job Recruitment) - An (Web Magazine For Part-Time Job) - 2010.9.30

Insights, Strategy & the Idea
To create a buzz centred around the brand and to raise brand awareness by communicating the F/W theme of “Kicking Ass” to the target in a striking way, based on the brand identity that is reflected in the “BE STUPID.” 2010 annual global campaign for DIESEL.
Strengthen the presentation of the Sneaker collection, which is the hero product of “Kicking Ass”
The strategy was to offer the real and stupid experience to kick someone’s ass with DIESEL SNEAKER (Because DIESEL Sneaker is made for kicking ass !!!)
To generate big buzz and viral communication such as SNS, Twitter and blogs through PR activity.

Creative Execution
The DIESEL sneakers made for kicking ass were used to organize a hands-on event called “Kick Ass Hall” to actually kick people’s asses at the major music festival, Nagisa-Music-Festival.
Although kicking someone’s ass is perceived as a negative action for the Japanese, we staged it as a game where the participants would kick a person on a slider (the Asser) and win limited items depending on where the Asser stopped on the marked slider. Many targets participated in this unique attraction.
The Assers were recruited as a part-time job, and this recruitment also served as a pre-PR. The high pay of 50,000 yen/day and the unique job as an “Asser” generated buzz, and it was ranked No.1 in daily access for 3 categories in mixi news (largest SNS in Japan). It succeeded in gaining a great amount of awareness and creating buzz, while also generating approximately 5,000 job applications.

Results and Effectiveness
PR coverage:
-Over \30,000,000 valued PR free coverage (Online, Print)
-Achieved No.1 in daily rankings for 3 categories in mixi news

Buzz on social media:
-Over 3,300 tweets/comments on social media (Twitter, SNS)
-4,960 applications for ‘Asser’ job offer