Title | PAPER SOCKS IN THE SHOES |
Brand | SOSU CO. |
Product / Service | MIHARA YASUHIRO SOCKS |
Category | B05. Use of Ambient Media: Small Scale |
Entrant | J. 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 |
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 |
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.
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.
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.