| Title | SCHICK WINNING RESUME |
| Brand | SCHICK JAPAN K.K. |
| Product / Service | SCHICK HYDRO5 PREMIUM |
| Category | B03. Use of Ambient Media: Small Scale |
| Entrant | J. WALTER THOMPSON JAPAN Tokyo, JAPAN |
| Idea Creation | J. WALTER THOMPSON JAPAN Tokyo, JAPAN |
| Media Placement | 28INC. Tokyo, JAPAN |
| Production | ROBOT COMMUNICATIONS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Go Sohara | J. Walter Thompson Japan | Executive Creative Director |
| Eiji Honma | J. Walter Thompson Japan | Associate Creative Director |
| Kazuya Tanino | J. Walter Thompson Japan | Senior Art Director |
| Shinya Imai | J. Walter Thompson Japan | Copywriter |
| Hiroyuki Hosomi | J. Walter Thompson Japan | Planning Director |
| Makiko Imao | J. Walter Thompson Japan | Group Account Director |
| Daisuke Tsutsui | J. Walter Thompson Japan | Associate Account Director |
| Kazuaki Endo | J. Walter Thompson Japan | Account Supervisor |
| Kentaro Nagai | J. Walter Thompson Japan | Account Executive |
| Tomoyuki Ashinuma | ROBOT COMMUNICATIONS INC. | Chief Producer |
| Shigeyuki Yamauchi | ROBOT COMMUNICATIONS INC. | Production Manager |
| Hikaru Miyata | ROBOT COMMUNICATIONS INC. | Production Manager |
| Yasuhiko Shimizu | ROBOT COMMUNICATIONS INC. | Director |
| Ryuhei Watanabe | W.R.P inc | Cameraman |
| Hiroki Nishigaya | NA | Lighting Director |
| Masayo Nakano | NA | Stylist |
| Mai Ozeki | NA | Hair & Make |
We transformed Rirekisho (standardized Japanese resume format), which is essential and extremely important while job seeking in Japan, into a media which allowed us to execute sampling directly to job-seeking students.
Schick developed an original Rirekisho, a standardized resume format that is used during job-seeking in Japan. More specifically, various uplifting messages were printed where the ID photo is to be attached, in order to encourage the students. The printed message is completely covered once the ID photo is attacehd therefore, students can actually use this resume like any other ordinary resume. We packaged the resumes with a shaver, and handed them out directly to job-seeking students at bookstores in ten different universities.
As a result of distributing samples at 5 universities in Tokyo, it became a popular topic within the job seeking students, that the planned number of distribution samples has ended. There was also a case where we were able to hand them out to 100 job seeking students in one day at some universities. The low-key and unexpected encouragement was impactful and well received by the job-seeking students. It gave the students the confidence and courage and allowed them to proactively get through their stressful job seeking process. Consequently, Schick was successful in becoming a brand that is highly praised and supported by young men (shaving entry users).
In order to engage with our target, shaving entry users, we utilized the job seeking season which is when young men are first officially required to shave. We transformed the Rirekisho (standardized Japanese resume format), something that is at the core of job seeking in Japan, into a media and handed it out directly to relevant targets. This allowed Schick to reach out to them in an extremely personal level.
Our strategy was to dive right into the lives of shaving entry users, be there for their worries and stress, encourage them, and as a result establish strong bonding. Our target were young men in their twenties. Our approach was an engaging sampling activity that utilized the unavoidable job-seeking process. Call-to-action was to allow these youngsters to try out Schick as their first razor in order to ultimately turn them into future repeat purchasers.