The Brief

We design a method by which a product could be sold continuously and for a longer time, not by changing the market but by changing the lifestyles of individuals.

Describe how the promotion developed from concept to implementation

SMART STOCK We offered a new style of living to consumers in Japan ''Don't panic when problems arise, know the amounts of water and food you need, and rotate your stock through everyday use.'' A well-known celebrity housewife was appointed SMART STOCK ambassador. Many famous bloggers introduced the SMART STOCK program on their blogs. Two days of the year, one near the anniversary of the Great East Japan Earthquake and another half a year later during Disaster Preparedness Week, were designated as SMART STOCK Days. We designed the program so that these days would regularly become news each year.

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

- The idea was covered in over 300 media outlets, including TV, newspapers, magazines, and online news sites. The effect was equivalent to over 2,520,000 dollars worth of advertising. - Access to the website totaled 4,600,000 page views. - ''SMART STOCK'' was chosen as one of the top trend buzzwords of 2011 by corporate consultants. - Sales of the product continued to grow throughout the project's first year. Total sales for the year hit 135%.

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

As a means to convey the importance of SMART STOCK, we determined that having a third party present it in the form of news would be most effective. Through various types of strategic PR, the SMART STOCK Project was picked up as a national item of interest.