|Title||THE WALL SALE|
|Brand||SONY MARKETING JAPAN|
|Product / Service||SONY RECYCLE PROJECT JEANS|
|Category||A05. Alternative Media|
|Entrant||HAKUHODO KETTLE Tokyo, JAPAN|
|Entrant Company:||HAKUHODO KETTLE Tokyo, JAPAN|
|DM/Advertising Agency:||HAKUHODO KETTLE Tokyo, JAPAN|
|Kentaro Kimura||HAKUHODO Kettle||Creative Director|
|Ken Funaki||HAKUHODO Kettle||Art Director|
|Ryuichiro Takase||Sony Marketing Japan||Advertiser's Superviser|
|Koichiro Iizuka||HAKUHODO||Copy Writer|
|Kazuaki Hashida||HAKUHODO Kettle||Planner|
|Sayaka Sakata||HAKUHODO Kettle||Planner|
*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.