Category: Titanium and Integrated
Advertiser: JIPANG CORPORATION
Product/Service: PRESIDENT’S CURRY
Agency: I&S BBDO
Creative Director/Planner/Director: Mari Nishimura (I&S Bbdo Inc.)
Art Director: Hitomi Yagi (I&S Bbdo Inc.)
Strategic Officer: Peter Smyth (I&S Bbdo Inc.)
Creative Director: Yasuyuki Omagari
Producer: Ryuichi Shirasawa (Running)
Producer: Masaaki Niikawa (Running)
Editor: Takshi Ueda
Mixer: Kazuhiro Matsuhita
Media placement: Poster - Yamaguchi - January - February 2012
Media placement: Website - Web - January - February 2012
Media placement: Radio - RKB / FMK / Cross FM - January - February 2012
Describe the campaign/entry
The client was originally selling the curry, Yamaguchi Tasteful Curry, in a small town in Japan. They were struggling with sales growth so we changed their name to President Curry. We only sold the curry to someone with the title President.
This unique idea created word of mouth, and the sales doubled.
Describe how the campaign/entry was launched across each channel in the order of implementation
The secret is mechanism. We created a very strict system online that we only sold them to presidents.
It led to the WOM marketing from one president to another. It also went viral on Twitter.
Give some idea of how successful this campaign/entry was with both client and consumer
The uniqueness of the naming went viral among presidents as well as in society. As the awareness rose, the sales went up, bringing about a tangible change.