Product / ServiceSCOTCH®
CategoryB01. Use of Digital in a Promotional Campaign
Entrant Company ASATSU-DK Tokyo, JAPAN
Advertising Agency ASATSU-DK Tokyo, JAPAN


Name Company Position
Yuta Kaneko ADK Creative Director & Planner
Tetsufumi Takei ADK Art Director & Designer & Planner
Tatsuhiro Yokoyama ADK Account Executive
Kazutaka Nakamura Wab Design INC. Web Director
Shigeru Yoneda Wab Design INC. Technical Director
Reiko Okuda Wab Design INC. Web Designer
Hirosumi Watanabe Wab Design INC. Web Designer
Hironori Chaki Wab Design INC. Web Engineer
Kumiko Takeda Freelance Dress Designer
Yusuke Watanabe HAT INC. Movie Producer
Takahiro Moriuchi HAT INC. Movie Producer
Makoto Nishijima REPHILL Sound Producer

Brief Explanation

This campaign was designed to directly communicate consumers online for them to play a key role of activating communications, rather than just conveying a one-way message. In addition, we could successfully generate product demands through the experience of this campaign. It was designed to create one-and-only clothing design for each user by incorporating the technological function which allows users have fun to and use their creative intuition while participating. Through this campaign, users could naturally recognize and realize the value of manual work by cutting and pasting stationaries. While it provided an opportunity directly to each user, they spread their own experiences online which added diversity and depth to this campaign.

The Brief

The emergence of digital devices has diminished stationery usage at home. Accordingly, our challenge was to create an opportunity to induce purchasing Scotch brand stationeries. Target audiences are from pre-school to lower grades of primary school children and their parents who make full use of digital devices. To attract them, we decided to tackle our challenge by leveraging digital and provide real experience of using stationeries. We looked into the behavior of many parents photographing their kid’s and post it on SNS. We thought it would be fantastic to create an opportunity of developing photogenic kid’s item by using stationeries.

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

Website access was 234 times more than usual, and over 25,000 families participated to this campaign. This campaign contributed business result by achieving dramatic increase on product shipments, 330% vs. YAG. While we could generate interests to the products, we could have achieved our primary communication objective to create an opportunity of using stationeries. In addition, this campaign was significantly cost effective gaining $1,000,000 worth of PR coverage to our actual investment of $80,000.

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

We developed and launched the online platform, “PAPER FASHION Kids” for 2 months. It was a web-content that allows consumers to design their kid’s paper clothes, print it out from their home printer and create their own clothes with stationeries which can be worn in real life. When consumers visited to our website, they could choose a favorite item out of ten such as T-shirt, dress, hat, etc. Then, they could choose a favorite pattern from six variations and design as they like. Finally, they could print it out and create clothes with stationeries. Furthermore, we added a technological function of “designing with user’s voice” for kids to have fun and use their creative intuition while participating. The patter size was based on the volume of voice, and the color of pattern was based on the tone of voice. This has provided unconventional design experience for kids!