Results and Effectiveness

The Assers were recruited as a part-time job, and this recruitment also served as a pre-PR. The high pay of 50,000 yen/day and the unique job as an Asser generated buzz, and it was ranked No.1 in daily access for 3 categories in mixi news (largest SNS in Japan). It succeeded in gaining a great amount of awareness and creating buzz, while also generating approximately 5,000 job applications. Result: PR coverage: --Over \30,000,000 valued PR free coverage (Online, Print) --Achieved No.1 in daily rankings for 3 categories in mixi news. Buzz on social media: --Over 3,300 tweets/comments on social media (Twitter, SNS) --4,960 applications for Asser job offer

Creative Execution

The Concept: Kick Ass Hall. The DIESEL sneakers made for kicking ass was used to organize a hands-on event called "Kick Ass Hall" to actually kick peoples asses at the major music festival, Nagisa Music Festival. Although kicking someone’s ass is perceived as a negative action for the Japanese, we staged it as a game where the participants would kick a person on a slider (the Asser) and win limited items depending on where the Asser stopped on the marked slider. Many targets participated in this unique attraction.

Insights, Strategy and the Idea

Objective: To create a buzz centered around the brand and to raise brand awareness by communicating the F/W theme of "Kicking Ass" to the target in a striking way, based on the brand identity that is reflected in the "BE STUPID". 2010 annual global campaign for DIESEL. Strengthen the presentation of the Sneaker collection, which is the hero product of "Kicking Ass" Challenge(The Strategy): To offer the real and stupid experience to kick someones ass with DIESEL SNEAKER (Because DIESEL Sneaker is made for kicking ass !!!) To generate big buzz and viral communication such as SNS, Twitter and blogs through PR activity