PAPER SOCKS IN THE SHOES

Short List
TitlePAPER SOCKS IN THE SHOES
BrandSOSU CO.
Product / ServiceMIHARA YASUHIRO SOCKS
CategoryB05. Use of Ambient Media: Small Scale
EntrantJ. WALTER THOMPSON JAPAN Tokyo, JAPAN
Idea Creation J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Production PARAGON Tokyo, JAPAN
Production 2 JAID CREATIVE PRODUCTIONS Tokyo, JAPAN
Contributing SIGNAL Tokyo, JAPAN

Credits

Name Company Position
Aki Takeda J. Walter Thompson Japan Art Director, Designer
Go Sohara J. Walter Thompson Japan Executive Creative Director
Riki Kawanami J. Walter Thompson Japan Account Supervisor
Keizo Mugita J. Walter Thompson Japan Senior Creative Director, Copywriter
Itaru Fujikawa J. Walter Thompson Japan Account Manager
Hiromi Omata J. Walter Thompson Japan Account Manager
Masaya Matsui Flower Inc. Director
Masao Oe PARAGON CO., LTD Senior Producer
Masafumi Kamide PARAGON CO., LTD Producer
Hayato Chaki PARAGON CO., LTD Producer
Moto Ishikawa Freelance Photographer
Yoshiko Tanaka Jaid Creative Productions Print Producer
Masayoshi Yambe J. Walter Thompson Japan Web Developer

The Campaign

In a survey conducted for the brand, up to 78% of the targets answered that they buy socks when they buy new shoes. We took the crumpled-up pieces of paper stuffed in new shoes, used as disposable shoe-keepers, and transformed them into new media. In place of ordinary paper shoe-keepers, we created paper socks that looked just like real socks, and stuffed them into shoes as a way to promote perfectly matched socks.

Creative Execution

We developed paper socks that look just like real socks in five designs, to match perfectly with different shoes. The stuffer socks are made in three-dimensional shape, making it easy to visualize the pairing. The paper used for the socks can be crumpled repeatedly without the prints fading, and the creases add texture to the look. Those paper socks were stuffed to all casual shoes in the boutique.

As the result of this promotion, many of the customers who bought the shoes with the paper socks returned to the MIHARA YASUHIRO boutique, and sales increased to 153%. This promotion received numerous media coverage with PR value of 32.7 Million Yen.

The promotion was intended to promote matching socks to customers who purchased new shoes. We made new media out of something anyone, who bought new shoes, has seen, yet thrown away without a second thought. A?surprising communication entailed consumer insight and new media.

Insights, Strategy and the Idea

MIHARA YASUHIRO is a high-end fashion brand targeting Japanese men in their late 20s to 30s, who prefer smart, cool, and witty style. They are not the type to be persuaded by hard pushing sales, or overly attentive retail staff. We needed to come up with a communication plan that was in accord with the target's mindset. Taking something simple and disposable, adding value through design was thought to hit the right note.