| Title | CROTCH HACK |
| Brand | SEIREN CO. |
| Product / Service | BLUE PANTS |
| Category | A04. Targeted Ambient Media: Large Scale |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Production Company | TYO ID DIVISION Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Takahiro Shimozono | Dentsu | Creative Director |
| Junta Yoshikawa | Dentsu | Communications Director |
| Tatsuhito Kobayashi | Dentsu | Communications Director |
| Yuji Higuchi | Dentsu | Art Director |
| Daisuke Kobayashi | TYO Inc. ID Division | Chief Producer |
| Kenji Takeda | TYO Inc. ID Division | Producer |
| Yosuke Endo | TYO Inc. ID Division | Production Manager |
| Takashi Obinata | TYO Inc. ID Division | Production Manager |
| Minako Hirayama | TYO Inc. ID Division | Production Manager |
| Hidenobu Tanabe | Freelance | Movie Director |
| Yoshitaka Murakami | Freelance | Cameraman |
| Taichi Masuda | Freelance | Music |
| Masato Tsutsui | Arque Inc. | Technical Director |
| Hiroki Kaji | Freelance | Programmer |
This campaign, which was executed through the development of direct and ambient media and video advertisements, featured in over 100 media and has a value of over 100 million web impressions. Compared to the previous year, the Blue Pants sales increased over 108%. Furthermore, this became an absolutely eye-catching piece of advertisement that all men could not help but take a glimpse of. The advertisement also succeeded in sending a message to consumers that“Blue Pants” helps keep the fresh after-bath smell.
The Japanese deodorant underwear brand “Blue Pants”, which helps keep the fresh after-bath smell, had experienced slow sales and the goal was to solve this problem. Based on this main sales point of the product, we focused on Japanese public baths. In Japan, the way to enjoy public baths is to be completely naked, without a bathing suit. You cannot help being a bit conscious of others’ crotches and end up taking a glimpse at their reflections in the mirror without being noticed. Taking advantage of this psychology, we decided to use people’s crotches as media. This became an absolutely eye-catching piece of advertisement all men couldn't help but take a glimpse of. It also succeeded in sending a message to consumers that “Blue Pants” helps keep the fresh after-bath smell. The project was executed for 1 week from June 6th 2015 at a public bath called “DAINI-HINODEYU” in Tokyo.
The target of the project was new male customers. Because “Blue Pants” helps keep the fresh after-bath smell, we thought that using the time spent bathing was the most effective method to advertise. Therefore, we made a new and unique advertisement “BLUE PANTS MIRROR,” which was a contributor to not only boosting sales of the Blue Pants, but also a pleasant surprise in Japanese public baths.
Featured in over 100 media, the news of this mirror advertisement instantly spread nationwide, with a value of over 100 million web impressions. Compared to the previous year, the Blue Pants sales increased over 107%. Furthermore, this became an absolutely eye-catching piece of advertisement that all men could not help but take a glimpse of. The advertisement also succeeded in sending a message to consumers that“Blue Pants” helps keep the fresh after-bath smell.