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Product / ServiceGUITAR STORE
CategoryB01. Corporate Information
Entrant Company:HAKUHODO Tokyo, JAPAN
Advertising Agency:HAKUHODO Tokyo, JAPAN



Name Company Position
Jin Saito Hakuhodo Creative Director/Film Planner/guitarist/copywriter/product developer
Shoko Akutagawa Hakuhodo Creative Producer/ Copywriter
Hidenori Sakai Hakuhodo Copywriter
Kentaro Harano Hakuhodo Art Director
Kenta Ikoma Hakuhodo Planner
Hirofumi Nobuta Hakuhodo Products Producer
Michikazu Sakata TYO Productions Producer
Hiroshi Ichinose ANSWR Web Designer
Reiko Owada ANSWR Web Producer
Takeshi Muro Hakuhodo Planner
Haruhiko Tanabe Alegre Sol PR Producer
Hiroaki Kawakami Monstar Lab Planner
Natsuki Takahashi Future Eyes PR Producer
Tomoyuki Hakamata Hakuhodo Products Director
Manabu Terao Hakuhodo Products Director
Takuya Sasaya Hakuhodo Products Director
Takahiro Kojima Hakuhodo Products Director of Photography
Yusuke Oka Hakuhodo Products Photographer
Keiichi Motoyama Hakuhodo Interactive Planner
Naoya Moriyama Hakuhodo Planner

Results and Effectiveness

K’s JAPAN’s sales went up 400% in Mar. 2010 compared to Mar. 2009. $3 million worth of free publicity with 0 media fee. K’s JAPAN became no.1 search-word in one of Japan’s biggest search engine, goo. No.1 sales ranking at Amazon’s new instrument category. No.1 topic in Japan’s biggest SNS, mixi, more talked about than Olympics and ipad. No.1 in “Things I Want Ranking” in MONO, the most issued shopping magazine. Marty Friedman, ex MEGADETH commented on SMASH as an ideal rock guitar. Bounce rate of SMASH’s website hit 1.5%. Media used SMASH in various ways which expanded SMASH’s recognition.

Creative Execution

Instead of creating a normal advertisement, we developed to sell an extreme product to excite people and engage them with K’sJAPAN. We made a guitar born-to-be-destroyed, SMASH!!! SMASH is meant to be destroyed in its structure, function, recycle system and price, needless to say it can be played as a normal guitar. It is an extraction of the rock spirit, “Destroy to Create!”-Destroy rigid systems to create a new world. With this spirit, we aimed to attract not only rock fans but also people wanting to breakthrough the stress of recession. Then, we advertised SMASH with viral movie, flyers, posters, launching-event and experience event. TV, websites, magazines and radio picked up SMASH as exciting news, creating free publicity.  SMASH directly delivered K’sJAPAN’s rock spirit “Destroy to Create” as a direct experience of playing and smashing. As people played SMASH in the media and liveshows, these performances automatically expanded K’sJAPAN’s advertisement.

Insights, Strategy and the Idea

To make K’s JAPAN, a small guitar company famous as a cool rock guitar brand. They had no name value and people were not enthusiastic about rock like they used to be in the golden era because other music like hip-hop became just as popular. K’s JAPAN needed to expand its consumers to those who are not core rock fans.