SCHICK WINNING RESUME

TitleSCHICK WINNING RESUME
ClientSCHICK JAPAN K.K.
Product / ServiceSCHICK HYDRO5 PREMIUM
CategoryB01. Use of Ambient Media: Small Scale
EntrantJ. WALTER THOMPSON JAPAN Tokyo, JAPAN
Idea Creation J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Media Placement 28INC. Tokyo, JAPAN
Production ROBOT COMMUNICATIONS Tokyo, JAPAN

The Campaign

We transformed Rirekisho (standardized Japanese resume format), which is essential and extremely important while job seeking in Japan, into media. We used the 4x3cm area where ID photos are to be placed for branding and printed various words of encouagement directed towards job seeking students, which generated buzz.

Creative Execution

Schick developed an original Rirekisho, a standardized resume format that is used during job-seeking in Japan. More specifically, various uplifting messages related to job-seeking were printed where the ID photo is to be attached. Students notice the messages when filling in thier resumes and feel the encouragement. The printed message is completely covered once the ID photo is attached 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 for a month at bookstores in ten different universities at the start of job-seeking season.

Describe the success of the promotion with both client and consumer including some quantifiable results

The low-key and unexpected encouagement was inpactful and well recieved 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 who are the shaving entry users.

Explain why the method of promotion was most relevant to the product or service

Utilized the job seeking season which is most likely when our target, shaving entry users, first seriously start to consider their shaving habits. By supporting them through one of their most stressful moments in life, the sampling activity was able to create extremely strong bondings.

Job-seeking students (shaving entry users), our target, is under a lot of stress and pressure to compete with others to get a job. They often feel lonely and need encouargement from others. Our stragegy therefore was to communicate with them in a relevant timing/occasion.

Credits

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