Product / ServiceTOILET MAGIC-RIN
CategoryA02. Premiums & Giveaways
EntrantI&S BBDO Tokyo, JAPAN
Entrant Company:I&S BBDO Tokyo, JAPAN
DM/Advertising Agency:I&S BBDO Tokyo, JAPAN


Name Company Position
Masayoshi Nohara I&S BBDO Inc. Creative Director
Koji Kato I&S BBDO Inc. Associate Creative Director
Sei Sugiyama I&S BBDO Inc. Art Director

The Brief

The 15-year-old product is a breakthrough spray that can both clean the toilet and remove its odor. Its function as a cleaning detergent has been well known but not as an air freshener.

Creative Execution

Since our target was toilet users, we reached out to them directly in the toilet. To ensure they get our message, we used toilet papers as the absolute media. They use the toilet paper at least a few times every time, which is immediately before we want them to use the product. Therefore, we not only succeeded in reaching them directly but also reminding them a few times and making the air freshener use as customary.

Describe the creative solution to the brief/objective.

For further sales growth, we encouraged its use as air freshener as well.


The number of sample rolls: 30,000 Area: at 10 train stations in Tokyo Metropolitan areas and large-scale supermarkets. Target: housewives who purchase toilet papers & fathers who we hope to be using the product 11am-3pm: Married women in 30s-50s 4pm-8pm: Married men in 4pm-8pm *We changed the target depending on the sampling hour Feedback from those who received sampling - Interesting - My husband’s manner will be better - Oh we have this product at home. Didn’t know we could use it as air freshener