ONE PUSH by Dentsu West Japan Kobe for MUNE PHARMACEUTICAL


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Industry Toilet Paper
Media Promo & PR
Market Japan
Agency Dentsu West Japan Kobe
Art Director Shunji Yamamoto
Copywriter Osamu Kawaguchi
Designer Aki Nakae, Mitsuki Yoneda
Illustrator Yusaku Hanakuma
Released June 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Product/Service: TOILET PAPER
Date of First Appearance: Jun 28 2009 12:00AM
Creative Director: Shunji Yamamoto (Dentsu West Japan Inc. Kobe)
Copywriter: Osamu Kawaguchi (Dentsu West Japan Inc. Kobe)
Art Director: Shunji Yamamoto (Dentsu West Japan Inc. Kobe)
Designer: Aki Nakae (Kuroobi Co/Ltd.)
Designer: Mitsuki Yoneda (Kuroobi Co/Ltd.)
Agency Producer: Hiroki Michiue (Dentsu West Japan Inc. Kobe)
Illustrator: Yusaku Hanakuma
Media placement: Lavatory - Mitinoeki Uzushio - 8 July 2009
Media placement: Lavatory - Oonarutokyo Kinenkan - 8 July 2009
Media placement: Lavatory - PARCHEZ Hot spring - 8 July 2009

Describe the objective of the promotion.
Expand awareness of the Kotobuki Enema "One Push" product, create fans, and develop a presence that challenges the rival company with the top share.

Describe how the promotion developed from concept to implementation
Toilet paper is produced. It is freely distributed in communal facilities etc. Create buzz with an advertisement that would be picked up by a range of media to instill the idea that if you need an enema, a "One Push" Kotobuki Enema is the thing.

Describe the success of the promotion with both client and consumer including some quantifiable results
Recognition of Mune Pharmaceutical Kotobuki Enema "One Push" toilet paper shot up thanks to humorous toilet paper advertisements. Various media picked up the topic of Japan's first accordion-style, low-waste enema. As a result, sales of the product increased by 1.3 million units.

Explain why the method of promotion was most relevant to the product or service
People with constipation spend a long time on the toilet. The intention was to catch their interest by printing entertaining and empathetic advertisements on toilet paper which they can read to pass the time. Also, users can tear off a sheet to show to their friends, or take it to a pharmacy as a reminder of which product to buy. In this way, the advertisement aimed to promote sales by creating a buzz.