Panasonic: PAMYU COLLECTION

Credits & Description:

Advertiser: PANASONIC
Agency: DAIKO ADVERTISING
Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Creative Director/Art Director: Hiroyuki Hama (Daiko)
Photographer (Product): Masao Okuda
Stylist: Kumiko Iijima (Iugo)
Copy Writer: Nobuyuki Matsuno (Pinspot)
Producer: Satoru Kawamura (Trival)
Retoucher (Product): Toshiyuki Abe
Hair Makeup: Syunichi Kawada
Photographer (Talent): Yasunari Kikuma (Mild)
Copy Writer: Mitsuhito Sato (Daiko)
Designer: Naoko Tanji (Daiko)
Planner: Yoshinobu Aramaki (Daiko)
Retoucher (Talent): Digital Evolution
Designer: Hiroaki Sato (Pinspot)
Art Director: Kei Mori (Panasonic)
Creative Director: Masahisa Wada (Panasonic)
Planner: Mitsuhito Sato (Daiko)
Print Producer: Shouta Yamasaki (Image Lab)
Art Buyer: Toshiki Aoyama
Art Director: Yasunori Konishi (Pinspot)
Casting Director: Yukihiro Kurumi (Daiko)

Client Brief Or Objective
The promotion of "Sakioto'', the earphone designed for young female that was newly launched from Panasonic.Creating the simple and impactful visual that turns flower-shaped earphone into the ear butterfly as the icon, and casting world-renowned Harajuku-style artist "Kyary Pamyu Pamyu'' as its image character. Based on Harajuku we targeted fashion-conscious young females. Diffusion-type promotion which included various events: street-marketing, transportation ads, and the WEB were implemented, and the promotion got many ordinary participants involved.

Relevancy
Despite the fact Japanese young girls are fashion-conscious, there was no earphone that satisfy their demands. So, Panasonic's product development team by the women and for the women, "Feminine project'' has developed tiny and cute(kawaii) flower-shaped earphone, Sakioto.With Ear Butterflly as the key visual, runnning the execution of "Kawaii'' flower-shaped design product in target's affinitive expression, "Kawaii'' way.

Outcome
Execution obtained over 130 the media exposure, and 3000% exposure against PR investment.

Implementation
By spreading the buzz from the "Kawaii sanctum'' Harajuku where targets have the affinity for, aiming to develop the promotion that motivates targets to participate and share the experience to the others.