Cannes Lions

CLOTHING

GREY TOKYO, Tokyo / DIESEL / 2011

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Overview

Entries

Credits

Overview

Execution

The DIESEL sneakers made for kicking ass were used to organize a hands-on event called “Kick Ass Hall” to actually kick people’s asses at the major music festival, Nagisa-Music-Festival.Although kicking someone’s ass is perceived as a negative action for the Japanese, we staged it as a game where the participants would kick a person on a slider (the Asser) and win limited items depending on where the Asser stopped on the marked slider. Many targets participated in this unique attraction.The Assers were recruited as a part-time job, and this recruitment also served as a pre-PR. The high pay of 50,000 yen/day and the unique job as an “Asser” generated buzz, and it was ranked No.1 in daily access for 3 categories in mixi news (largest SNS in Japan). It succeeded in gaining a great amount of awareness and creating buzz, while also generating approximately 5,000 job applications.

Outcome

-Customers formed a long queue around the store, and a total of over 3,000 pieces of $0 T-shirts were sold during the two days.-For one month starting on March 1, DIESEL stores conducted similar events after the store closed, and this finally achieved a registration of over 12,000 members.

-Before/after the limited store event, DIESEL’s BE STUPID manifesto and posters/flyers announcing the limited store jacked the streets of Harajuku in Tokyo.-Over 3,000 number of stupid bought $0 T-shirts-Over 12,000 new registrants for DIESEL MAIL MEMBER

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