The Brief

After last year's earthquake, tsunami and nuclear disaster in Japan, nuclear power was shut down, and Japanese citizens were forced to cut back on power use. Schick, as a manufacturer of non-electric shavers, wanted to contribute to electricity saving and help Japan overcome the crisis together with consumers, as a united team.

Describe how the promotion developed from concept to implementation

To communicate our message 'Live Life Unplugged', we came up with a small holder that reminds people not to use electricity (by blocking the electrical outlet) and provides a place to hang a shaver at the same time.The shaver and holder were sold together in promotional packs to make them more accessible to all consumers. Outlets in public bathrooms and those in restaurants and bars were hijacked to convey the message. On the streets, we distributed free Unplugged Holder samples together with leaflets with general electricity saving tips.

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

The Unplugged Holder provided the consumers with not only the value of a shaver but also with the value as an energy saving partner after the events of March 11.The holder also worked as a reminder to save electricity.

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

Schick gave consumers a novel and easy way to adjust their behavior at a time of high anxiety and showed support for the common cause of saving electricity.