|Title||WASO THE COS"VEGE"TIC STORE|
|Product / Service||WASO|
|Category||E01. Launch / Re-launch|
|Entrant||1-10DESIGN Kyoto, JAPAN|
|Idea Creation||1-10DESIGN Kyoto, JAPAN|
|Media Placement||CYBERAGENT Tokyo, JAPAN|
|PR||CYBERAGENT Tokyo, JAPAN|
|Production||HAKUTEN CORPORATION Tokyo, JAPAN|
|Hirokazu Matsushige||1-10design, Inc.||Creative Director|
|Ayuko Kojima||1-10design, Inc.||Art Director|
|Daisuke Usui||1-10design, Inc.||Producer|
|Sota Tamura||1-10design, Inc.||Planner|
|Yuka Kamakura||1-10design, Inc.||Planner|
|Yukiko Matsumiya||CyberAgent, Inc.||Account Executive|
|Kyoko Kaya||CyberAgent, Inc.||Account Executive|
|Mari Kikawa||CyberAgent, Inc.||Account Executive|
|Yu Kojima||CA MOBILE, Ltd.||PR Planner|
|Mei Tatsuguchi||CA MOBILE, Ltd.||PR Planner|
|Hideki Katada||Hakuten Corporation||Producer|
|Atsutaka Nagasawa||Hakuten Corporation||Project Manager|
|Koji Nakae||Hakuten Corporation||Designer|
|Hiroyuki Mori||SORCERY DRESSING||Vegetable Arrangement|
Shiseido opened a special popup store using "YAOYA", Japanese Traditional vegetable store as a motif. We created a special place that genuinely appeal the greatness of the brand with no fancy digital effect.
• Overall budget 30,000,000yen(270,000USD) • Breakdown of costs Construction costs:20,000,000yen(180,000USD) Sampling costs:2,000,000yen(18,000USD) Venue costs:2,000,000yen(18,000USD) Web site costs:1,000,000yen(9,000USD) PR costs:2,000,000yen(18,000USD) Influencer Casting costs:3,000,000yen(27,000USD) • Paid Media budget None
In order to promote the WASO brand, we opened a special popup shop using "YAOYA" , Japanese traditional vegetable shop as a motif. Millennials are fond of Japanese culture and respect tradition. Also, millennials love natural lifestyle, paying attention to ingredients of what they eat and wear. Focusing on what is trending with millennials, Shiseido developed WASO brand items using five natural and traditional ingredients. By displaying WASO brand items with various vegetables. Visitors became familiar with the WASO brand by seeing, touching, and tasting the display.
The unique approach of the campaign attracted visitors and became a hot topic on various media, both traditional and online, achieving effective reach 957% of initial target. The popup shop was a photogenic space giving modern touch to Japanese tradition. The shop and products successfully gained interests of the millennials. Visitor Number was 257% of initial targets. Plus, 98% of visitors showed interest or intention to try the product.
We succeeded in striking a chord with millennials, our future royal customers, and gained their interests in WASO brand and intention to try the product. Our strategy was to provide with them a unique brand experience compared to conventional promotions based on their characteristics - they are fond of Japanese culture, respect tradition and love natural lifestyle.
Millennials are known to have less contact with mass media compared to other generations. We planned unexpected and photogenic approach to encourage millennials share their experience on internet based on their characteristics - they are fond of Japanese culture, respect tradition and love natural lifestyle.