TOKYO NIGHT JACKING by Hakuhodo Tokyo for Panasonic

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TOKYO NIGHT JACKING

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Industry Electronic Devices & Home Appliances, Household maintenance & pet products
Media Promo & PR
Market Japan
Agency Hakuhodo Tokyo
Executive Creative Director Takuya Suzuki
Creative Director Eitaro Yuasa
Art Director Reina Endo
Copywriter Kentaro Usui
Designer Jun Fujiwara
Producer Shigenobu Naoto, Toshikazu Abe
Photographer Kazuyoshi Usui
Account Supervisor Fumio Onchi, Yuji Niioka, Yasuo Endo
Released January 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: PANASONIC
Product/Service: HOME APPLIANCE SERIES
Agency: HAKUHODO
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: HAKUHODO, Tokyo, JAPAN
Entry URL: http://panasonic.jp/pp/
Executive Creative Director: Takuya Suzuki (Panasonic)
Creative Director: Eitaro Yuasa (Hakuhodo Architect)
Copywriter: Kentaro Usui (Hakuhodo)
Art Director: Reina Endo (Hakuhodo)
Designer: Jun Fujiwara (Naoki Nakano Advertising Office)
Photographer: Kazuyoshi Usui (Hakuhodo Products)
Producer: Toshikazu Abe (Tohokushinsha Film Corporation)
Producer: Shigenobu Naoto (Hakuhodo Products)
Account Supervisor: Yasuo Endo (Hakuhodo)
Account Supervisor: Fumio Onchi (Hakuhodo)
Account Supervisor: Yuji Niioka (Hakuhodo)
Media placement: Shutter Advertising - Shutter Advertising - 1 February 2010
Media placement: Advertising Bus - Advertising Bus - 1 February 2010
Media placement: Posters - Shibuya Station - 1 February 2010
Media placement: Store Windows - Store Windows - 1 February 2010
Media placement: Café-Jacking - Cafes - 1 February 2010
Media placement: City Signage Board - Signage Board - 1 February 2010

Describe the objective of the promotion.
Japanese people around 30 years old are increasingly busy and unmarried. With no one at home during the day, housekeeping becomes a lonely, burdensome night time chore. This attitude translates into little interest in new household appliances. Accordingly, we launched a campaign to make night time housework less of “a chore that has to be done” and more of a “pleasant way to end the day” by providing / promoting products with silent operation and other functions that make them easy to use at night.

Describe how the promotion developed from concept to implementation
A project was started, with the first step being the development of a new range of home appliances offering easy-to-use functions and designs suited to night time housekeeping. From there, a theme of “having some fun with "night time housekeeping” was used as the basis for an advertising campaign that ran only at night in and around Shibuya, which is one of the most happening areas in Tokyo, and sees traffic of more than 2.4 million people every day. The campaign saturated the area, ensuring that everyone on their way home would see it.

Describe the success of the promotion with both client and consumer including some quantifiable results
Without using television and other expensive mass media, this campaign reached over 15 million people in the course of a week. This campaign was featured in the news through many types of media and reached half a million dollars worth of publicity. Our Twitter community has flourished and became Japan’s biggest limited time ad campaign Twitter community. The result was that 82% of people expressed a positive attitude towards night time housekeeping, and a new lifestyle of “fun, nighttime housekeeping” has gained a foothold in Japan. Then, sales were 4 times higher than expected.

Explain why the method of promotion was most relevant to the product or service
Because it was a night oriented campaign, and our target works throughout the day, we communicate with them at the night. We launched a communication scheme that people would notice when passing through Shibuya on their way home. And because the young person did not come into contact easily with the traditional mass media in the daytime, we effectively used media on their wavelength, (Twitter, Digital Signage, AD bus, shutter AD, etc).