BE STUPID. STORE

TitleBE STUPID. STORE
BrandDIESEL JAPAN
Product / Service2010SS BRAND CAMPAIGN
CategoryB02. Consumer Products & Services
EntrantGREY TOKYO, JAPAN
Entrant Company:GREY TOKYO, JAPAN
Sales Promotion/Advertising Agency:GREY TOKYO, JAPAN

Credits

Name Company Position
ARIKAWA Yasushi GREY group G2 JAPAN Creative Director
OTA Ichiro GREY group G2 JAPAN Executive Producer
IDA Hideki GREY group G2 JAPAN Senior Producer
SUZUKI Daisuke GREY group G2 JAPAN Art Director
IMAMURA Makoto GREY group G2 JAPAN Event Producer
KUBOTA Masaru Q’s Planning Scenic art Director
Q’s Planning Production

The Brief

-The 2010 DIESEL global campaign “BE STUPID.” was like a revival of the origin of DIESEL. The objective was to fully communicate the brand spirit in the first phase of the campaign, together with the launch celebration of “BE STUPID.” -Strengthen the recruitment of DIESEL MAIL MEMBERs

Describe how the promotion developed from concept to implementation

-Communicate the spirit of “BE STUPID.”, while creating enough impact to turn the heads of all targets -How can we increase the number of members? -Buzz making event to offer ‘BE STUPID.’ Free T-shirts with DIESEL membership registration

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

-Over 3,000 number of stupid bought \0 T-shirts -Over 12,000 new registrants for DIESEL MAIL MEMBER

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

-BE STUPID STORE / \0 T-SHIRT ONLY FOR STUPID. -Opened a “2-days only” DIESEL limited T-shirt store in Harajuku, Tokyo on Feb. 27-28, 2010. -Sold \0 T-shirts to those who registered as a MAIL MEMBER, which was limited to STUPID people. -Customers formed a long queue around the store, and a total of over 3,000 pieces of \0 T-shirts were sold during the two days. -For one month starting on March 1, DIESEL stores conducted similar events after the store closed, and this finally achieved a registration of over 12,000 members. -Before/after the limited store event, DIESEL’s BE STUPID manifesto and posters/flyers announcing the limited store jacked the streets of Harajuku in Tokyo.