| Title | LET’S HAVE MORE HEALTHY SWEAT! |
| Brand | INDIAN CURRYJ AIPUR |
| Product / Service | CURRY SHOP |
| Category | A02. Premiums & Giveaways |
| Entrant | I&S BBDO Tokyo, JAPAN |
| Entrant Company: | I&S BBDO Tokyo, JAPAN |
| DM/Advertising Agency: | I&S BBDO Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Nakazato Hiroyuki | I&S BBDO Inc. | Art Director |
| Kiyoyuki Enomoto | I&S BBDO Inc. | Copywriter |
| Akane Torizuka | I&S BBDO Inc. | CF Planner |
| Ririko Murata | I&S BBDO Inc. | CF Planner |
Objective: The goal was to raise the store profile over an extensive area, as the shop is located by the busy roadway where consumers from wide-range of areas drive by. Target: Consumers who visit Imperial Palace areas from a long distance
- In recent years, there has been a major running boom of unprecedented scale in Japan. One of the most popular running courses in Tokyo is the areas surrounding the Imperial Palace, attracting a wide range of amateur runners on weekends coming from extensive areas. - Runners in this advertising T-shirt served as a moving ad, making a strong impact on other runners as they run along the course and promote the shop elsewhere in town. - It also stimulated runners’ curiosity that the shop is 42.195 km away from the Imperial Palace.
“Let’s have more healthy sweat!” campaign – created messages and tools to evoke curry for consumers.
The T-shirt went out of stock within two weeks. The client started to receive many inquiries, particularly on weekends. Despite its short campaign period (2 weeks), the sales increased by 1.3 times compared to the month earlier.