| Title | KICK ASS HALL |
| Brand | DIESEL JAPAN |
| Product / Service | ’10FW 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 |
| KURUSHIMA Shintaro | SUN DESIGN | EventProducer |
| SUN DESIGN | Production |
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 someone’s 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
Idea(The Concept): The DIESEL sneakers made for kicking ass was used to organize a hands-on event called “Kick Ass Hall” to actually kick people’s 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.
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
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.