Advertiser: WACOAL
Agency: ADK JAPAN
Category: Direct response broadcast: TV, radio & infomercials
Advertising campaign: MOTTAINAI BOOBIES
Producer: Ayako Oba (SUN-AD)
Producer: Gen Kimura (SUN-AD)
Producer: Manami Kishira (SUN-AD)
Planner: Makoto Yoshida (ADK Japan)
Designer: Yasuka Seko (SUN-AD)
Illustrator: Yasuka Seko (SUN-AD)
Planner: Yumiko Aoyagi (ADK Japan)
Executive Creative Director: Norio Miyamoto (ADK Japan)
Creative Director: Taichi Harada (ADK Japan)
Art Director: Yasuyuki Ikeda (SUN-AD)
Copywriter: Yoko Katano (SUN-AD)
Art Director: Yumiko Aoyagi (ADK Japan)
Illustrator: Yumiko Aoyagi (ADK Japan)
Account Executive: Tsutomu Horiuchi (ADK Japan)
Creative Director: Toshiyasu Furui (SUN-AD)
Client Brief Or Objective
For a long time, Japanese women have had a complex about their small bust size.The lingerie manufacturer Wacoal focused on this complex and conducted a survey on the busts of Japanese women. The survey revealed that 71% of women misperceive their own bust size, and of that group 54% are wearing bras smaller than their own actual size. It was discovered that women were wearing a bra size smaller than their correct size, which destroyed their beautiful form and made their busts appear smaller.To solve this issue, the Wacoal launched a campaign to educate importance of wearing correct size bra.
Execution
We developed exercises to check bra fit to confirm whether the person’s current bras are too small. We also created the original character 'Don Bra Ko' to help promote the campaign. By communicating that wearing incorrectly fitting undergarments hampers accentuation of the natural beauty of the body and conveying the importance of selecting the correct size, we motivated women to visit our stores for a fitting. At the stores, trained sales staff assisted in the selection of correctly fitting bras, and through proper fitting enabled customers to effortlessly find the right bra.
Outcome
Over 500,000 women visited Wacoal stores for fittings. During the campaign, stores recorded an increased turnover of 32% year-on-year. Store visits experienced a sudden spike based on awareness arising from watching the television commercial and identifying their own bra problems (like armpit boob) from the animated exercise clip. The memorable television commercial became a hot topic that included the posting of a parody version on YouTube.
Implementation
To make women question whether they are wearing the correct bra and to have them check whether the bras they are currently wearing fit their body shape (Raising awareness). Also, to alleviate the complex Japanese women have about small bust size by getting them to wear the correct bra.To incorporate a bra self-check into the Japanese tradition of morning calisthenics. To take advantage of this national custom to establish the habit of a bra self-check when women get dressed every morning.