The Brief

Make more Tomakomai locals attend AXA Ladies Golf Tournament. Target: We needed to talk to men over 50 who live in the middle of nowhere, Tomakomai. They spend an average of 0 hours on the internet, 0.5 hours to know news concerning Tomakomai on national newspaper and television. Therefore we need to come up with a new promotion tool to communicate to our target.

Creative Execution

The people live mundane lives and are in desperate need of something to talk about. Once they heard that their bartender-MAMAs were on radio, customers were excited to see them act out the commercial live at the bars, and kept on asking for more. The bartender-MAMAs also had fun being on radio and were more than happy to act it out for them. The tournament was advertised through bartender-MAMAs only once on radio and then again and again at their bars, which was free and accessed the longest by our targets. compared to any other existing media.

Describe the creative solution to the brief/objective.

We found out that our targets spend an average of 3 hours a day talking to bartender-MAMAs. Bartender-MAMAs who customers call “MAMA” are quite common throughout Japan. Customers go there on daily basis, and it's home away from home for them. We turned bartender-MAMAs into promotion tool. We created a structure for bartender-MAMAs to continuously keep on advertising the tournament. First, we had 50 bartender-MAMAs say golf-jokes related the tournament on radio, announcing they will act out these jokes at their bars. And there were joke menu per 100YEN on bars.

Results

50 bartender-MAMAs spoke to 30 people a day, and the campaign was executed for 30 days. So, we were able to tell this tournament to 45,000 people. With tiny budget, awareness of the tournament went up and there were 10,000 tournament visitors which was 140% more compared to the previous year.