This campaign aimed at leveraging a new style of communication that can generate WOM and BUZZ. We have featured the athlete, Shingo Suetsugu, as our foreman to emphasise how BOLD makes garments whiter and softer with an enhanced fragrance.

Both by spotlighting Suetsugu in all our key visuals as well as planning a scheme surrounding the championship race, this campaign has been able to create news.Shingo Suetsugu: Male 200-meter Race / Asia Record Holder.We initiated our campaign at various spots and routes surrounding the stadium--a poster-jack at nearby train stations and also filled the windows of station-front apartment with white sheets stating BOLD messages. We topped this off by deploying performers acting as `Suetsugu-doubles` with white towels veiled around their heads at various locations en route the stadium and attracted attention from wide range of pedestrian/families.

As a result, we have been able to reach not just the 359,000 spectators, but media and international press as well. This exposure has further lead to widespread WOM which indeed helped BOLD increase its sales to a record high.