Wacoal: MOTTAINAI BOOBIES

Credits & Description:

Advertiser: WACOAL
Agency: ADK JAPAN
Category: Best Use of Screens
Advertising campaign: MOTTAINAI BOOBIES
Producer: Ayako Oba (SUN-AD)
Producer: Gen Kimura (SUN-AD)
Designer: Yasuka Seko (SUN-AD)
Illustrator: Yasuka Seko (SUN-AD)
Planner: Yumiko Aoyagi (ADK Japan)
Account Executive: Tsutomu Horiuchi (ADK Japan)
Producer: Manami Kishira (SUN-AD)
Executive Creative Director: Norio Miyamoto (ADK Japan)
Art Director: Yasuyuki Ikeda (SUN-AD)
Copywriter: Yoko Katano (SUN-AD)
Art Director: Yumiko Aoyagi (ADK Japan)
Illustrator: Yumiko Aoyagi (ADK Japan)
Planner: Makoto Yoshida (ADK Japan)
Creative Director: Taichi Harada (ADK Japan)
Creative Director: Toshiyasu Furui (SUN-AD)

Strategy
For a long time, Japanese women have had a complex about their small bust size. Wacoal conducted a survey and found 71% misperceive their own bust size, and 54% are wearing smaller than their own actual size. To solve this issue, Wacoal launched campaign to let woman wear correct size bra by bra self-check using concept of long time custom of the Japanese traditional morning calisthenics. To take adovantage of this national custom to establish the habit of a bra self-check when women get dressed every morning. We developed exercise to check bra fit to confirm whether the person's current bras are too small and also created unique character "Don Bra Ko" for 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 fo a fitting.

Execution
Focus on the traditional customu of Japan that we do gymnastics in the morning. I planned to air TVCF mainly in the morning period. Because of the timing to change clothes in the morning before go out, customer can watch TVCF which features exercise, and can be habit Japanese women to self-check of the bra. Not only that, by using the internet, outdoor, and a variety of media, we create opportunities for contact with the TVCF, measured the retention of TVCF morning they watched. In addition, we noted that many Japanese women do not try on when they went to the shop to buy bra. Therefore, airing TVCF by the vision in the store, we also able to urge the fitting at the time when purchase the bra.

Effectiveness
Over 500,000 women visited Wacoal stores for fittings. During the campaign, stores recorded an increased turnover of 32% year-on-year. Store visitis 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.