| Title | SAGERIKU - REQUEST FOR DISCOUNT |
| Brand | SEIYU-WALMART |
| Product / Service | SEIYU-WALMART |
| Category | D01. Integrated Digital Campaign |
| Entrant | McCANN ERICKSON JAPAN Tokyo, JAPAN |
| Entrant Company: | McCANN ERICKSON JAPAN Tokyo, JAPAN |
| Advertising/Web Design Agency: | McCANN ERICKSON JAPAN Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Jun Okuda | Momentum Japan Inc. | Executive Creative Director |
| Hideyuki Miura | Mccann Erickson Japan Inc. | Planner/Media Planner |
| Toshihiro Umezawa | Mccann Erickson Japan Inc. | Planner/Copywriter |
| Takuya Inoue | Momentum Japan Inc. | Communication Planner |
| Mitsuko Nomura | Momentum Japan Inc. | Account |
| Hiroki Yura | Amana Interactive Inc. | Producer |
| Fumitaka Murakami | Amana Interactive Inc. | Producer |
| Shinpei Ueda | Amana Interactive Inc. | Web Planner |
| Ryo Matsuura | Regina | Art Director |
| Hajime Tsunashima | Regina | Art Director |
| Haruyuki Mita | Aoyama Creative Studio | Tv Director |
| Norihisa Fujita | Mccann Erickson Japan Inc. | Producer |
With fierce price war underway, Walmart-SEIYU needed to create a differentiated low-price awareness to drive customer traffic and sales. If the customer isn’t interested in the discounted products, neither would be achieved. So SEIYU decided to cut prices based on customers’ requests. The SAGERIKU campaign asked customers to vote via twitter and cut prices on top 100 products in all branches. It resulted in 500mllionJPY-worth media exposure, record awareness that SEIYU is a low-priced supermarket, soaring sales for discounted products(VS SMLY), making this a win-win campaign with more sales for SEIYU and discounts on products of choice for customers. id ：tiaa2012 pw ：creative