Cannes Lions

COSMETICS & BEAUTY

ADK, Tokyo / L'OCCITANE / 2008

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Overview

Entries

Credits

Overview

Execution

The concept was “local utilization of the mass media”. Japan’s unique newspaper distribution system and mobile phone culture was fully utilized. For the specific target area, a message was hand-written on individual sticky notes, and stuck on the ads in a national newspaper before delivery. The sticky notes also incorporated a system to obtain coupons through mobile phones, stimulating the curiosity of housewives in a country with a highly advanced mobile phone culture, and promoted visits to the new store.

Outcome

Total response, 40%. The response rate to direct ads placed in newspapers in Japan is around 3% at best. In this promotion, however, the access rate to the mobile phone site was 30% of the number of sticky note ads placed, and 10% of housewives visited the store the day after placement. The L’Occitane Japan campaign elicited a record response rate with a surprisingly low budget. This promotion not only encouraged store visits but also attracted general attention as an innovative way of using newspaper media, helping raise awareness of the L’Occitane brand.

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