(Local utilization of mass media) In Japan, for advertisers to place ads in the TV program page of major newspapers, they must place nation-wide insertions. This campaign required negotiation for a region-specific treatment using individually hand-written messages on sticky notes. Having them attached to the newspaper ad and distributed by the delivery stations surprised the target market and increased ad attention.

[Total response of 40%] Response to direct ads in Japan’s newspapers is 3% at best. Access rate to the mobile phone site was 30% (of the number of sticky note ads), and 10% visited the store the day after ad placement. The L’Occitane Japan campaign elicited a record-breaking response rate.