SEIYU FASHION by Momentum Tokyo for Walmart

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SEIYU FASHION

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Industry Supermarkets
Media Promo & PR
Market Japan
Agency Momentum Tokyo
Creative Director Satoshi Kato
Released July 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: SEIYU-WALMART
Product/Service: SUPERMARKET
Agency: MOMENTUM JAPAN
Date of First Appearance: Jul 6 2009 12:00AM
Entrant Company: SEIYU GK, Tokyo, JAPAN
Group Account Director: Manabu Hizawa (Momentum Worldwide)
Creative Director: Satoshi Kato  (Momentum Worldwide)
Planning Director: Takehiro Horii (McCann Erickson)
Event Producer: Hiroyuki Muramatsu (Momentum Worldwide)
Media Planning Director: Shintaro Ida (Universal McCann)
Media placement: OOH Transit Flyers - Tokyo Underground - 6 July 2009
Media placement: Event (Indoors) - In-Store (Walmart) - 7 July 2009
Media placement: In-Store Merchandising - In-Store (Walmart) - 7 July 2009

Describe the objective of the promotion.

'Fast fashion' a.k.a. “casual clothing” has been on the rise for a few years now; Uniqlo, GAP, ZARA and H&M have all been enjoying strong sales and brand understanding. However, because of the fact that most people perceived clothes being sold in large retail“supermarket” big-box stores as cheap but not cool, Seiyu-Walmart (considered “supermarket”) had not been benefiting from this growth in the category. The objective of the campaign was to make people understand that Seiyu-Walmart clothes were not just affordable but truly fashionable too.

Describe how the promotion developed from concept to implementation
Due to the lack of association between supermarket and fashion, a traditional one-way ad campaign conveying Seiyu-Walmart clothing were both affordable and fashionable, would have fallen onto deaf ears and not resonated, at all. We decided to prove our concept in Harajuku, the heart of Tokyo’s fashion district, in front of the country’s notorious hard-to-please fashionistas.

Describe the success of the promotion with both client and consumer including some quantifiable results
PR: Every major TV news program and target-right newspaper, magazines and blogs covered the event which drove the PR value at an estimated at US$1.3MM – twice the value of our entire budget. The buzz of the event through organic social media and mobile campaign and the PR coverage helped increase sales online over 700% and over 150% in in-store sales. Perception: our survey showed 99.2% of those who attended the event changed negative perception on supermarket clothes.

Explain why the method of promotion was most relevant to the product or service
We produced a live event involving a showroom and a catwalk, mimicking fashion shows traditionally organised by established fashion brands with two purposes in mind: (1) To unequivocally send the message that we were very confident and serious about our fashion credentials; and (2) to allow the media and influencers/early adopters to actually see, feel and try the clothes first-hand.