KARADA PRODUCE PROJECT by ADK Asatsu-DK Tokyo for Clarin

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KARADA PRODUCE PROJECT

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Industry Skin Care
Media Promo & PR
Market Japan
Agency ADK Asatsu-DK Tokyo
Executive Creative Director Kohei Tahata
Creative Director Kumiko Iwamuro
Released April 2009

Credits & Description

Category: Best New Product Launch/Re-Launch at Retail
Advertiser: CLARINS JAPAN
Product/Service: SLIMMING CREAM
Agency: ADK JAPAN
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: ADK JAPAN, Tokyo, JAPAN
Entry URL: http://clarins.colab.ne.jp/awards/
Creative Director: Kumiko Iwamuro (Adk.inc)
Executive Creative Director: Kohei Tahata (Adk.inc)
Planner: Chiaki Ehara (Adk.inc)
Account Director: Tohru Matsuzaki (Adk.inc)
Account Executive: Naoko Oe (Adk.inc)
Production Producer: Makiko Okada (Monsterultra)
Production Director: Akihiro Matsumoto (Monsterultra)
Media placement: Magazine Ads #1 - 25ans,MORE,CLASSY,VOCE,Biteki,MISS,Oggi,MAQUIA - 1 April 2009
Media placement: Magazine Ads #2 - FRaU,VERY,CLASSY.,VOCE,Biteki,Oggi,CanCam,BAILA,InRED,MAQUIA,GLAMOROUS,AneCan - 1 May 2009
Media placement: Magazine Ads #3 - VOCE,Biteki,BAILA,MAQUIA - 1 June 2009
Media placement: Internet Media #1 - MSN Japan,@coseme - 3 April 2009
Media placement: Internet Media #2 - MSN Japan,@coseme,biglobe - 10 May 2009

Describe the objective of the promotion.
Objective: ・Increase the awareness and promote the trial for new body slimming item “High Definition Body Lift” ・Introduce widespread understanding of the concept of CLARINCE “pursuit of holistic beauty.” Findings: ・Advocate the importance of “pursuing the beauty healthfully” that opposes the social tendency of “pursuing easy surgical beauty” Idea: ・We use Japanese famous model “Rie Hasegawa” who is a full marathon runner and has official license of vegetable and healthy-eating. The site provides movie style entertainment content that shows Rie’s daily lifestyle.

Describe how the promotion developed from concept to implementation
“Karada* produce project (KPP)” is the ideal lifestyle to keep your body healthy and beautiful. Each movie of Rie Hasegawa visualises her well-balanced lifestyle with these elements, (1)an appropriate exercise, (2)balanced diet, (3)enriched ordinary life, and (4) “High Definition Body lift” . The participants were registered as KPP members. We aimed to increase the frequency of the members to contact this campaign through “Rie’s tweet mail” and “blog widget that is synchronised with the website” and distribute e-mail magazines about healthy diet and appropriate exercise on regular basis in order to maintain members’ body healthy and beautiful.

Describe the success of the promotion with both client and consumer including some quantifiable results
1.Record twice as many sales as the old products. 2.Increase the number of accesses to the CLARINS website 10 times as usual. 3.Increase the number of word-of-mouth by bloggers with high cosmetics sensitivity. 4.Award for the best cosmetics on several beauty and fashion magazines as the targets' popular item.

Explain why the method of promotion was most relevant to the product or service
In order to acquire the certain amount of target users, contact point of awareness, purchase, and word-of-mouse, were well designed with magazine tie-ins, including the interview of Rie Hasegawa, PR events which, arose social issue, POP on CLARINS counter, campaign website, which portalises all the information of this “Karada* produce project”.