Title | THE WALL SALE |
Brand | SONY MARKETING JAPAN |
Product / Service | SONY RECYCLE PROJECT JEANS |
Category | D01. Event & Field Marketing |
Entrant | HAKUHODO KETTLE Tokyo, JAPAN |
Entrant Company: | HAKUHODO KETTLE Tokyo, JAPAN |
DM/Advertising Agency: | HAKUHODO KETTLE Tokyo, JAPAN |
Credits |
Name | Company | Position |
---|---|---|
Kentaro Kimura | HAKUHODO Kettle Inc. | Creative Director |
Ken Funaki | HAKUHODO Kettle Inc. | Art Director |
Ryuichiro Takase | Sony Marketing Japan | Advertiser's Superviser |
Koichiro Iizuka | HAKUHODO | Copy Writer |
Kazuaki Hashida | HAKUHODO Kettle Inc. | Planner |
Yusuke Shimizu, | HAKUHODO | Planner |
Norihisa Yamaguchi | twoplatoon | Designer |
Kei Mizuta | flowermotors | Producer |
Misato Noro | HAKUHODO | Planner |
Shingo Kato | HAKUHODO | Planner |
Sayaka Sakata | HAKUHODO Kettle Inc. | Planner |
Akio Koda | HAKUHODO | Producer |
Yoshikazu Majima | HAKUHODO | Producer |
Takehiko Kawakubo | HAKUHODO | Producer |
Toshiya Hiramatsu | IZZM | Producer |
Takanori Sato | IZZM | Producer |
*What is Sony Recycle Project JEANS?* In 2009, Sony started a brand new form of recycling. We regenerated a giant advertising tarp (10x18m) at the Sony Building in Tokyo into jeans. A pair of the jeans is unique because it's hand-made of Sony Ads with diversified designs. Exclusively selling 120 pairs for 180 USD each, and a portion of proceeds are donated to restoring World Heritage Sites. This is a tangible corporate branding activity by Sony. What is the best way to communicate the concept of this activity and direct the target to buy the jeans?
We transformed a disposable advertising creative into a valuable product and the display design also transformed an advertising medium into a point of purchase. This offered a direct new and exciting way of shopping, directly engaged the public with the Sony spirit, and built a relationship and created pride of ownership.
We sold the jeans at the place of origin: Sony Building’s wall. Vegetables at a farm taste better. Wine at a winery tastes better. Sushi at a fishing port tastes better. That is “farm fresh”. So we aimed to gain a better understanding of the recycling concept and to direct the target to want the jeans by the display design, selling at where the ad was run. People through binoculars choose a pair of jeans and a staff member roped down the wall to take off a selected jeans.
Within one month, we sold the target number of jeans (over 90). The cost of the advertising medium was free, but we got publicity of over $500,000. Most of the funding was covered by the sales of the jeans.