| Title | DETECTIVE CLEAN |
| Brand | WHITEPLUS |
| Product / Service | DRY CLEANING |
| Category | B04. Consumer Services |
| Entrant | DENTSU PUBLIC RELATIONS Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| PR Agency | DENTSU PUBLIC RELATIONS Tokyo, JAPAN |
| Production Company | DENTSU CREATIVE X Tokyo, JAPAN |
| Entrant Company | DENTSU PUBLIC RELATIONS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Haruharu | Neeseez | Creative Director |
| Tadashi Inokuchi | Dentsu Public Relations Inc. | Chief Pr Planner |
| Yohei Nemoto | Dentsu Public Relations Inc. | Pr Planner |
| Masahiro Okumura | Dentsu Inc. | Strategic Planner |
| Yusuke Sato | Dentsu Inc. | Cm Planner/Copy Writer |
| Makoto Nagahisa | Dentsu Inc. | Cm Planner |
| Kazunori Kawagoshi | Dentsu Inc. | Art Director |
| Kazutomo Tanjo | Dentsu Creative X Inc. | Producer |
| Yusuke Horio | Avex Music Creative Inc. | Line Producer |
| Yukinori shitara | Avex Music Creative Inc. | Production Manager |
| Wataru Sato | TYO Inc. Monster Division | Film Director |
| Jun Sakai | Crank | Camera |
| Kosuke Sakurai | Lighting | |
| Yasushi Kawashima | Craft | Art |
| Tomotsugu Kawamura | PPC | Record/Ma |
| Takero Yamashita | PPC | Online Editing |
| Hiroki Yamaoka | PPC | Offline Editing |
| Kota ikeda | Backslash | Music |
The campaign aimed to raise consumer awareness of Lenet, Japan’s first 24 hours a day, 365 days a year complete online dry cleaning service. Launched by Japanese start-up Whiteplus in 2009 as a newly-introduced service in a still emerging market, consumer recognition for Lenet remained low. Our brief was to increase registered membership and sales. With competition in the sector intensifying, Whiteplus needed to raise consumer recognition for Lenet and quickly solidify its position as market leader for delivery dry cleaning in Japan.
Central to the campaign’s success was our selection for the video of actor Shinobu Sakagami, famous for his role in detective dramas and equally well-known off-camera for his near obsession with cleanliness. This allowed us to create a ‘Detective Clean’ character working on a case and marry the message of “cleaning up crime” with the dry “cleaning” service. By exaggerating the detective’s preoccupation with cleanliness for comedic effect – particularly the scene where he soils his shirt – we could demonstrate in Lenet’s swift response to Detective Clean’s emergency its strengths as a flexible and responsive delivery dry cleaning service.
The target audience was busy business people and young mothers who couldn’t afford time to visit their neighborhood dry cleaners. Therefore we sought to create buzz about Lenet by producing a viral YouTube video that busy consumers could watch and share anytime, anywhere. By airing concurrently running TV commercials that were shorter versions of the YouTube video, plus by staging a kick-off press conference featuring the commercials’ well-known star, we aimed to encourage conventional media to run the story. As a result of these efforts we would raise consumer recognition and increase membership and sales for Lenet.
We uploaded the video and held a press conference on April 23 and began airing the TV commercials the following day. Within four days, the video amassed more than one million YouTube views and was reported by the media over 350 times, recording 476 million media impressions worth $2.8 million. Additionally, the news was also picked up in Yahoo search rankings and even featured in Yahoo! News Topics, Japan’s most trafficked news portal with 8.5 billion monthly page views. New membership and sales from April to June expanded by 300% compared to previous year, membership reached 80,000 in July 2014.