Title | BE STUPID. STORE |
Brand | DIESEL JAPAN |
Product / Service | 2010SS BRAND CAMPAIGN |
Category | B02. Consumer Products & Services |
Entrant | GREY TOKYO, JAPAN |
Entrant Company: | GREY TOKYO, JAPAN |
Sales Promotion/Advertising Agency: | GREY TOKYO, JAPAN |
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 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
-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
-Over 3,000 number of stupid bought \0 T-shirts -Over 12,000 new registrants for DIESEL MAIL MEMBER
-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.