The Brief

The Japanese earthquake and tsunami left Japan and its people devastated. Our idea was to create an innovative and fresh way to make it easy for people to donate to the Red Cross Japan Appeal. We selected Japanese sushi train restaurants, an ideal location where customers are open to the cause. This proved to be a well targeted campaign.

Describe how the promotion developed from concept to implementation

We created special donation plates that were placed on the sushi trains. Different coloured plates were valued at different amounts, in line with the pricing of the standard sushi plates. Customers were invited to pick up the plates and pay their donation at the cashier, along with the rest of their bill. The proceeds were sent to the Red Cross Japan Fund. The special donation plates were then piled up in the restaurant and they become a showpiece for the restaurant to encourage further donations. The plate stacks also symbolized the rebuilding of Japan.

Describe the success of the promotion with both client and consumer including some quantifiable results

Through this unique and simple media idea, we gave compassionate Australians the opportunity to play their part in easing the pain for the Japanese people. Not surprisingly, Australians opened their hearts and in a short time, over $15,000 was raised.

Explain why the method of promotion was most relevant to the product or service

We targeted customers of Japanese restaurants, people who would be in the mindset to appreciate the effect of the disaster on Japan.