The Campaign

Challenge the biggest competitor. We actually hosted a street battle at Tokyu Hands, the top DIY. The battle was held at a special site on a street.

Execution

The street battle was held at a special site at the center of Fukuoka, where many young people gathered, on December 10 and 11 (Saturday and Sunday), when demand for cleaning and organizational goods reached its peak and DIY stores experience the busiest time of the year. We held a street fight in which the store staff of Gooday and Tokyu Hands presented 20 items, including new and unique products that target young customers in addition to goods for cleaning and organizing to convey their appeal to consumers walking on the street. We judged the event by having consumers who watched the presentations vote for either Gooday or Tokyu Hands, from which they wanted to buy the items on the spot. The store that received the most votes was the winner.

Media exposure?Earned 92 articles on mainly news media (including television and internet) Equivalent ad spending of the above earned media?Over USD 1 million Sales: Increased by 18% over those in December of the previous year. Distribution of customers by age segment: Ratio of customers younger than 50 years old. Annual from 44% to 52%. B: Campaign period (December) from 54.3% to 60.4%.

The Situation

We held an event, “Gooday vs. Tokyu Hands: Best of 10 Winter Items.” We negotiated with one of the urban-type competitors, Tokyu Hands, the top DIY/lifestyle goods store that also has a store in Fukuoka, under the condition that we would bear the campaign costs.

The Strategy

We held an event, “Gooday vs. Tokyu Hands: Best of 10 Winter Items.” We negotiated with one of the urban-type competitors, Tokyu Hands, the top DIY/lifestyle goods store that also has a store in Fukuoka, under the condition that we would bear the campaign costs.