DECO SHIRO CAMPAIGN by Dentsu Inc. Tokyo for TAKAHASI SHUZOU

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DECO SHIRO CAMPAIGN

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Industry Alcoholic drinks & Tobacco
Media Promo & PR
Market Japan
Agency Dentsu Inc. Tokyo
Director Ryuhei Yokoyama
Creative Director Yuki Kishi
Art Director Kunikazu Hoshiba
Designer Takashi Murakami, Toshimitsu Tanaka
Producer Tsuyoshi Date, Maho Nagamune
Released March 2010

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: TAKAHASI SHUZOU
Product/Service: LIQOR
Agency: DENTSU
Date of First Appearance: Mar 24 2010 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.interactive-salaryman.com/pieces/shiro2010_e/
Creative Director: Yuki Kishi (Dentsu Inc.)
Planner / Copywriter: Yasuhisa Nito (Dentsu Inc.)
Planner / Copywriter: Murai Yosuke (Dentsu Inc.)
Createive Producer: Shinsaku Ogawa (Dentsu Tec Inc.)
Createive Producer: Hajime Yakushiji (Dentsu Inc.)
Account Executive: Hirokazu Masaki (Dentsu Kyushu Inc.)
Art Director: Kunikazu Hoshiba (Katachi)
Designer: Takashi Murakami (Katachi)
Designer: Toshimitsu Tanaka (Katachi)
Director: Ryuhei Yokoyama (Ohokushinsha Film Corporation)
Producer: Tsuyoshi Date (Ohokushinsha Film Corporation)
Producer: Maho Nagamune (Ohokushinsha Film Corporation)
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Describe the objective of the promotion.
Our mission is to achieve rejuvenation of SHIRO's target and restore its sales again.

Describe how the promotion developed from concept to implementation
To bring young adult’s attention, we focused on the certain trend that has been growing among young women in Japan. They use accessory stickers called “STONES” to decorate things around them, and change them to “KAWAII ( = cute)” items to share and have fun with friends. Their phenomenon is called, “DECO”. By decorating SHIRO’s package and giving it a new DECO look, it symbolises rejuvenation of the target at stores and restaurants.

Describe the success of the promotion with both client and consumer including some quantifiable results
The number of access to the WEB site increased 10 times as before.We successfully made BUZZ around young women. Now that more young people start drinking “SHIRO”, we successfully rejuvenated SHIRO’s target.

Explain why the method of promotion was most relevant to the product or service
We choose the DECO to change SHIRO’s image, because we did not have to change its package or anything to change its image. Japanese young women love to DECO and to share DECO items with friends. We are expected BUZZ about DECO SHIRO around young women.