The Campaign

Why are housewives so underrecognized? Housewives receive no salary. This is the biggest fact which gives them an inferiority complex. How we encourage these housewives? We challenged to evaluate their underrecognized daily effort by converting their hardship into salary like in companies. This is HOUSEWIFE ANNUAL INCOME SIMULATOR.

Creative Execution

On HOUSEWIFE ANNUAL INCOME SIMULATOR, users input their daily housework, like cleaning toilets for 15 minutues a day, or washing clothes 7 times a week. In order to create the simulation algorithm, we formed a special team, including a tax accountant, a housewife magazine editor, a researcher and real housewives.

Two months after launching, the campaign was shared 16,000 times on Twitter, and a total of 580,000 housewives participated. Remarkably, participants remained on the page for an average of 4 minutes. Moreover, participants spent an average of over a minute on an itemized statement of annual income. Clearly the topic of “my itemized income” was one of great interest. As a result, we’ve received a greater than 90% response rate in the first month, which was higher than that of competitor products. And when asked if the brand had an image of supporting women, 92.5% of respondents said yes.

Nodogoshi All Light is a low-alcohol beer-like alcoholic beverage that is easy for women to drink. By highlighting the valuable role housewives play in society, the brand is aiming to establish a women-friendly brand image, and engaging with housewives, who have few opportunities to kick back and enjoy a drink.