The Campaign

The client was originally selling the curry Yamaguchi Tasteful Curry in a small town in Japan. They were struggling with sales growth so we changed their name to President Curry - we only sold the curry to someone with the title President. This unique idea created word of mouth, and the sales doubled.

Success of the Campaign

The uniqueness of the naming went viral among presidents as well as in society. As the awareness rose, the sales went up, bringing about a tangible change.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The secret is mechanism. We created a very strict system online that we only sold them to presidents. It led to the WOM marketing from one president to another. It also went viral on Twitter.