SSF Tokyo hosts the second Portfolio Night in Japan

Wed 2 Apr 2014 in News, SSF Tokyo

140405-PN

Following the success of its event last year, Saatchi & Saatchi Fallon will be hosting Tokyo’s second Portfolio Night on the 21st of May.

Saatchi & Saatchi Fallon is the official Tokyo City Host for the 2014 Portfolio Night 12 event, which is held simultaneously in 24 cities worldwide on May 21, 2014.

Saatchi & Saatchi Fallon joins the Portfolio Night Global Team on this international stage to present a fast-paced evening of career advice and networking. The City Hosts comprise a mix of agencies, ad clubs and educational institutions. Each City Host is responsible for bringing together the top Creative Directors in its city with up-and-coming advertising talent – both to provide junior talent with the opportunity to learn from the best, and to provide industry-leading Creative Directors with a chance to mentor and give back to the advertising industry.

It will be an evening to remember at one of Tokyo’s hottest spots – LE G.A in the Midtown district. 25 of Tokyo’s top Creative Directors will be matched with around 100 aspiring young talents for an evening of “speed-dating for creatives”. Delicious food and beverages will be on offer so whether you’re a hopeful young prospect looking for a career in the exciting world of advertising, or a CD looking for the hottest young talent – make sure you come along for an enjoyable evening of fun and invaluable chance to have your work reviewed by top Creative Directors.

For more information: www.portfolionight.com/12/tokyo/

Global sponsor: Twitter, Shutterstock, Squarespace

Local sponsors: Sendenkaigi, Red Bull, Heineken

Contacts:

Antoine Malin, PN Event Manager, Saatchi & Saatchi Fallon Tokyo | E: antoine@ssftokyo.co.jp

Natsuko Otake, Corporate Management, Saatchi & Saatchi Fallon Tokyo | T: +81-3-6438-1255, E: natsuko.otake@ssftokyo.com

 

 

 

Recruitment

Mon 31 Mar 2014 in Recruit, SSF Tokyo

現在SSFでは次の職種を緊急募集しています。(採用者決定次第、応募締切とします。)

募集職種
1.  デザイナー または オペレーター (正社員)

応募要件
1. 実務経験10年以上。

応募職種明記の上、履歴書(写真添付)・職務経歴書を、下記送付先までお送り下さい。

送付先:
〒150-0001 東京都渋谷区神宮前4-9-3
株式会社サーチ アンド サーチ・ファロン
採用担当者 宛

*書類選考の上、通過された方のみ、こちらからご連絡をさせていただきます。
*応募書類の返却はいたしませんので、あらかじめご了承下さい。

その他、ご不明な点等ありましたら、下記メールアドレスまでご連絡下さい。
hr.tokyo@ssftokyo.com

 

 

CEO Phillip Rubel Speaks At The Economist’s Japan Expert Summit On The Upcoming Tokyo Olympic Games

Fri 14 Mar 2014 in About Us, News, SSF Tokyo

On February 28 Phillip Rubel participated in a panel discussion on what the 2020 Olympic Games can mean to Tokyo and Japan. The event was organized by The Economist and sponsored by Jeffries.

While participants discussed the impact of the Summer Games on such subjects as hotel room consumption and overall economic benefits, Phil focused his presentation on how the Olympic Games can benefit premium brands and hospitality services.

 

140314-phil-economist-speech

 

 

A coded Valentines Day message

Mon 17 Feb 2014 in SSF Tokyo

As usual, the girls at SSF took Valentines Day to a new level on Friday, with a beautiful, delicious SmartCake ™ complete with QR code that when scanned, revealed a tumblr blog showing off the girls’ hidden (until now) performing talents …

Needless to say, the pressure is really on the boys to top this on White Day next month!

1_IMG_5604

2_IMG_5615

3_IMG_5635

4_IMG_5633

5_IMG_5642

6_IMG_5640

 

 

SSF Staff Become The Latest Toys”R”Us kids!

Thu 31 Oct 2013 in News, SSF Tokyo
SSFスタッフ、トイザらスキッズに仲間入り!
Saatchi & Saatchi Fallon Tokyo celebrates the beginning of an ongoing relationship with Toys”R”Us-Japan.
 

ToysRus_C

Saatchi & Saatchi Fallon Tokyo celebrates the beginning of an ongoing relationship with Toys”R”Us-Japan.
 

 

 

Tempur: Extolling The Virtues of Zero Gravity Sleep To Commuters On A Crowded Train

Wed 16 Oct 2013 in SSF Tokyo, Work
Zero G bed system on display in train and transit media

Zero G bed system on display in train and transit media


Tempur has been so successful with its pillow technology, it was at risk of being known by consumers only for pillows despite the excellent technology of its bed & mattress products. Our task was to reassert Tempur’s brand credentials by considerably increasing store visits and encouraging trials of its Zero G bed system.

The campaign developed posed a simple yet enticing question: What is Zero Gravity Sleep?

The campaign was executed primarily via train & transit media – a touchpoint at a moment in time when people are either in a crowded & uncomfortable place on their way to work or when they’re tired and on their way home. The ability to have a particularly good night’s sleep would be relevant in either direction and time of day! Imagine looking at a poster extolling the virtues of feeling like you’re experiencing zero gravity while you are wedged in-between fellow commuters. And the practicality of the posters appearing within the Ginza Metro Line were enhanced by actually pinpointing to consumers where they can go to give the Zero G system a try. Newspaper and direct mail communications helped complete the campaign components.

Results of the campaign were 3X beyond KPI expectations. The trial component of the campaign converted the curious into true believers & advocates for the brand. And Tempur is now well on its way to being known as the company that helps people sleep better, from head to toe.

 

 

 

Saatchi & Saatchi launches ‘Loveworks’ at Cannes Lions Festival of Creativity

Thu 20 Jun 2013 in SSF Tokyo
Loveworks book cover

Loveworks book cover

Loveworks - SSF Reebok campaign example

Loveworks - SSF Reebok campaign example


New Book Showcases Lovemarks Case Stories from Top World Brands

Saatchi & Saatchi is launching Loveworks: How the world’s top marketers make emotional connections to win in the marketplace today at the Cannes Lions International Festival of Creativity 2013.

Loveworks is researched and written by Brian Sheehan, a professor of advertising at the S.I. Newhouse School of Public Communications at Syracuse University, New York. Sheehan was with Saatchi & Saatchi for 25 years, having joined in New York as a graduate. He was CEO of Saatchi & Saatchi in Japan and Australia, and at Team One in Los Angeles.

Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, introduced the theory of Lovemarks ten years ago as “the future beyond brands.” Lovemarks, named in 2011 by Advertising Age as one of the top 10 marketing ideas of the decade, forms the basis of Saatchi & Saatchi’s work with clients around the world. Loveworks, a collection of Lovemarks case stories, delivers proof that emotionally-rich relationships between brands and consumers build the strongest businesses.

“Lovemarks has reframed marketing,” says Roberts of the impact of the thinking within Saatchi & Saatchi. “Brian’s new book presents Lovemarks with rigor, acute observation of marketing practice, and animates with great storytelling. I recommend it to all ‘chiefs’ in business and organizations, entrepreneurs, brand managers, academics, and advertisers as timely, relevant, and creative.”

The book features 20 case stories showcasing brands winning in the marketplace by applying the Lovemarks method. Brands featured in Loveworks include Lenovo, Guinness, Pampers, Swiffer, Safeguard, Camry, Lexus, Cheerios, T-Mobile, Visa, Miller, Skol, and The Ritz-Carlton. Stories originate from the consumer markets of USA, China, Brazil, Nigeria, Australia, UK, Japan, Israel and Argentina.

Sheehan’s Loveworks emphasizes the benefits that Lovemarks can have on students of business, marketing and advertising as well as anyone interested in social change. To support their academic efforts, Saatchi & Saatchi has created several teaching and visual resources available on the Lovemarks Campus Facebook, focused on the academic exploration of emotion and marketing.

This is the fourth Lovemarks book in which Saatchi & Saatchi has collaborated with Brooklyn, NY-based independent publisher powerHouse Books. The portfolio of books has sold 275,000 copies including the original book by Kevin Roberts Lovemarks: the future beyond brands, published 18 languages.

Loveworks is on sale at Amazon.com and initially in bookstores across the USA. To preview the book online, please visit the website here: www.loveworksthebook.com.

Reviews of Loveworks

Gary Schwartz, author of The Impulse Economy and Fast Shopper, Slow Store.

“In Loveworks Brian Sheehan passionately illustrates the value in building a circle-of-trust with the consumer. In the 2010s, the fundamentals of marketing remain the same: “Love thy consumer!” Loveworks makes this abundantly clear and informative to any marketing director. There is page after page of proof that investing in a deep emotional connection with your loyalist is rewarded in driving your brand’s objectives.”

Paul Argenti, Professor of Corporate Communication, Tuck School of Business at Dartmouth, Graduate Business School, Hanover, New Hampshire USA

“In a world of data driven approaches to branding and marketing, it’s refreshing to get back to the emotional connections that connect consumers with products and brands. Sheehan’s book is a fabulous addendum to Kevin Roberts’ work and a must read for anyone seeking to understand how companies can win in the marketplace through emotional rather than purely rational approaches”

About Lovemarks

Lovemarks are premised on the belief that humans are primarily emotional beings. Our decision-making is more emotional than rationale. Saatchi & Saatchi research indicates, for example, that the emotional quotient of decision-making in buying a car is 63%; for breakfast cereals it is 75%; and for magazines 85%. Lovemarks are capable of generating sustainable growth beyond normal expectations. Our research proposes that moving a brand from being highly respected to a Lovemark, where it is both highly respected and highly loved, offers significant increases in preference, market share and revenue margin. The three elements of a Lovemark are Mystery, Sensuality, and Intimacy. Saatchi & Saatchi has a highly developed, formal methodology for raising brands to Lovemarks. At its core are the five key steps which make up the “Path to Love.” These are: Discovery, Exploring, Inspiration, Attraction, and Evaluation.

About Saatchi & Saatchi

Saatchi & Saatchi is a global creative communications company headquartered in New York, with 130 offices in 70 countries. Saatchi & Saatchi is part of France’s Publicis Groupe, the world’s third largest communications group, and is led by Kevin Roberts, CEO Worldwide since 1997. Saatchi & Saatchi is a full-service integrated communications network encompassing ideas, strategy, advertising, digital and mobile, design, and shopper marketing. Through its creative ideas across all media and all disciplines, Saatchi & Saatchi sets to turn brands into Lovemarks which generate “loyalty beyond reason.”

For more information, please visit Saatchi & Saatchi online at www.saatchi.com and www.lovemarks.com.

 
 

 

SSF Tokyo hosts first ever Portfolio Night in Japan

Mon 3 Jun 2013 in About Us, Recruit, SSF Tokyo
Portfolio Night 2013

Portfolio Night 2013

Speed-dating for creatives

Speed-dating for creatives

Creative Directors (left) and Phil Rubel, SSF Tokyo CEO (right)

Creative Directors (left) and Phil Rubel, SSF Tokyo CEO (right)

SSF Tokyo hosted the first ever Portfolio Night in Tokyo and it turned out to be an amazing, vibrant and creative event.

We’ve set the benchmark high for all future Portfolio Nights! The event is simultaneously held in dozens of cities around the globe every May 22. At the Tokyo inaugural event, 78 young creative hopefuls met with 26 of the industry’s top creative directors in Japan representing many of Japan’s leading and hottest agencies. Three rounds of 3X15 minute sessions were held, allowing each of the young talent to receive advice and critiques of their portfolios from as many as 9 different creative directors over the course of the evening. The energy was running high throughout the night. In between sessions, a workshop was held to maximize the learning experience. And then the party started.

At the end of the interview sessions, the CDs assembled to choose the top 3 portfolios of the evening and ultimately, the grand winner. The talented young person with the #1 portfolio was awarded a trip to New York to the Portfolio Night All-Star Competition with other winners from each of the participating cities from around the world.

Congratulations to Kohei Horiuchi-san! We wish him the best of luck as the representative of Japan.

Saatchi & Saatchi Fallon Tokyo is proud to have been the original host of Portfolio Night in Japan and to have had the opportunity to foster the growth of creativity within the industry.

We would like to sincerely thank Getty Images and all the other global sponsors, our local sponsors Red Bull and Heineken, and Sendenkaigi for their special cooperation. Most importantly, a sincere thanks to all the CDs who participated for the overall good of the industry and for the careers of the creative stars of the future. Can’t wait for next year’s event!

The CDs who participated in the 2013 Inaugural Tokyo Portfolio Night were (last names in alphabetical order):

  • Akihito Abe (Ogilvy & Mather(Japan) GK)
  • Jun Asano (McCann Erickson Japan)
  • Minoru Fujisaki (Agile Media Network)
  • Yuko Fukuba (DDB Japan)
  • Osamu Fukushima (Fukushima Design)
  • Susumu Hara (4 kaku)
  • Kosuke Hashijima (Ogilvy & Mather(Japan) GK)
  • Takayuki Hattori (SSF Tokyo)
  • Kenichi Horie (ENJIN)
  • Yasuhito Imai (GREY group Japan)
  • Rei Inamoto (AKQA)
  • Akira Kamiutsuri (SSF Tokyo)
  • Masashi Kawamura (PARTY)
  • Hwa Suk Lee (Spring)
  • Takuya Matsuo (17)
  • Toshiya Mizoguchi (McCann Erickson Japan)
  • Shinsuke Nakamura (YOMIKO ADVERTISING)
  • Masako Okamura (DENTSU)
  • Daniel H. Rosen (TokyoDex)
  • Kenji Saito (Honshitsu)
  • Tomokatsu Takayama (beacon communications)
  • Yoshishige Takei (SSF Tokyo)
  • Shuhei Tsuji (AKQA)
  • Keiichi Uemura (I&S BBDO)
  • Junpei Watanabe (Watanabe Junpei Sha)

 

 

 

Saatchi & Saatchi Fallon Tokyo Unleashes Horror Onto Young Creatives In Japan

Wed 17 Apr 2013 in SSF Tokyo
The Showing

"The Showing"

Agency to host inaugural Portfolio Night in Tokyo. Releases short film in the Japanese Horror Film genre tradition.

Saatchi & Saatchi Fallon Tokyo has created and released a short film entitled The Showing that exaggerates the anxiety young creative talent can face when presenting their portfolios to senior level top creative directors.

Saatchi & Saatchi Fallon Tokyo has created and released a short film entitled The Showing that exaggerates the anxiety young creative talent can face when presenting their portfolios to senior level top creative directors.
You can view The Showing at:
http://www.youtube.com/watch?v=LrarWsNS1Kk
The film is designed to generate awareness & participation for the first ever Portfolio Night in Tokyo. PN gives junior creatives the chance to have their work reviewed by leading local creative directors from multiple agencies. A sort of “speed-dating for creatives”. Many cities around the world participate simultaneously every May 22. But Japan’s advertising industry hadn’t given Portfolio Night the chance until now. In order to break through the status quo, Saatchi & Saatchi Fallon had to create something very out of the ordinary to reach the target audience of young creatives and industry leaders alike.
“For young creative talent, sitting in-front of creative directors while they examine and comment on your work is a classic paradox: you want your work to be seen by them yet at the same time you’re terrified of how they will judge it.” explains Phillip Rubel, CEO of Saatchi & Saatchi Fallon Tokyo. “We felt this is not unlike the experience of going to a horror movie – you’re simultaneously scared yet uncontrollably attracted.  We decided to focus on this paradox and create a scenario on film that creatives can emotionally identify with.”
Saatchi & Saatchi Fallon partnered with Japanese horror film director Koji Shiraishi, producer Bruce Nachbar, Set and Cutters to produce a film that is truly representative of the classic Japanese horror film genre.
For further information please contact:
Phillip Rubel, CEO Saatchi & Saatchi Fallon Tokyo: T: +81.3.6438.1268; E: phil.rubel@ssftokyo.com
Learn more about Portfolio Night 11 and its City Hosts at www.portfolionight.com. Portfolio Night 11 is made possible by the support of its Global Sponsors, iStockphoto, bringing a rich collection of user-generated content possibilities to creatives around the world; Pantone, enriching Portfolio Night with color expertise and potential; and VCU Brandcenter, providing thousands of students with the tools and resources for a perfectly polished portfolio.

Saatchi & Saatchi Fallon Tokyo has created and released a short film entitled The Showing that exaggerates the anxiety young creative talent can face when presenting their portfolios to senior level top creative directors.

You can view The Showing at: 
http://www.youtube.com/watch?v=LrarWsNS1Kk

The film is designed to generate awareness & participation for the first ever Portfolio Night in Tokyo. PN gives junior creatives the chance to have their work reviewed by leading local creative directors from multiple agencies. A sort of “speed-dating for creatives”. Many cities around the world participate simultaneously every May 22. But Japan’s advertising industry hadn’t given Portfolio Night the chance until now. In order to break through the status quo, Saatchi & Saatchi Fallon had to create something very out of the ordinary to reach the target audience of young creatives and industry leaders alike.

“For young creative talent, sitting in-front of creative directors while they examine and comment on your work is a classic paradox: you want your work to be seen by them yet at the same time you’re terrified of how they will judge it.” explains Phillip Rubel, CEO of Saatchi & Saatchi Fallon Tokyo. “We felt this is not unlike the experience of going to a horror movie – you’re simultaneously scared yet uncontrollably attracted.  We decided to focus on this paradox and create a scenario on film that creatives can emotionally identify with.”

Saatchi & Saatchi Fallon partnered with Japanese horror film director Koji Shiraishi, producer Bruce Nachbar, Set and Cutters to produce a film that is truly representative of the classic Japanese horror film genre.

For further information please contact:

Phillip Rubel, CEO Saatchi & Saatchi Fallon Tokyo: T: +81.3.6438.1268; E: phil.rubel@ssftokyo.com

Learn more about Portfolio Night 11 and its City Hosts at www.portfolionight.com. Portfolio Night 11 is made possible by the support of its Global Sponsors, iStockphoto, bringing a rich collection of user-generated content possibilities to creatives around the world; Pantone, enriching Portfolio Night with color expertise and potential; and VCU Brandcenter, providing thousands of students with the tools and resources for a perfectly polished portfolio.

 

 

 

David, The Ultimate Barista?

Thu 28 Mar 2013 in SSF Tokyo, Work
Michelangelo’s David

Michelangelo’s David


Michelangelo’s marble masterpiece comes to life to teach Japan about authentic Italian coffee for De’Longhi

For over 500 years Michelangelo’s David has watched people watching him. And he’s observed how people enjoy real Italian espresso in the cafes of Firenze. But when he learns that the people of Japan have not had the chance to fall in love with the authentic brew he decides to go to Tokyo himself to spread the word. Who better to teach Japan about how to make real authentic Italian coffee than one of the most recognized and iconic Italian masterpieces.

That’s the premise for our De’Longhi espresso machine campaign. Three viral films launch in succession: showing David coming to Japan; meeting a girl & going on a date; and even experiencing a traditional Japanese Tea Ceremony; all while on his quest to introduce De’Longhi’s “bean to cup” authentic espresso based coffee machines.

In addition to the videos released on YouTube [http://youtu.be/UKmsxOiPj4Y ] you can also find David teaching how to create great espresso based coffees on Facebook [http://www.facebook.com/delonghiespresso.jp] and on the campaign website [http://barista.delonghi.co.jp]. There is even a contest where people are invited to submit their own “pose” photo competing with David expressing their enjoyment of De’Longhi espresso (fully clothed photos only please!).

Other campaign components include having people complete a short quiz after viewing the film in order to enter a contest to win a trip to Italy. De’Longhi Tasting Cafe’s have been set up in 2 locations in popular shopping areas in addition to campaign displays, demonstrations and sampling within stores.

“Our research showed that Japanese consumers had a very high recognition level and appreciation for David. He was the perfect choice to help us extoll the product superiority and Italian authenticity of the brand”, explains Phillip Rubel, CEO of Saatchi & Saatchi Fallon Tokyo. “Delonghi’s whole bean to cup process instead of competitors’ machine’s pre-ground coffee cartridges methodology is a big differentiator, and we wanted an authentic Italian icon to help us get the point across.”

“We created an over-the-top personality for David, to help us get a smile and a chuckle from the viewers” describes ACD Takahisa Hashimoto. “He’s a bit of a flirt, is clearly an Italian football fan based on his actions in the second video, but takes his coffee very seriously.”

“Japanese consumers truly appreciate and desire authenticity in a wide range of products. They are willing to pay a premium if the product meets their high standards. We think De’Longhi espresso machines delivers the quality and also provides the opportunity for consumers to enjoy a wide variety of espresso based drinks” says Atsuo Sugimoto, President of De’Longhi Japan. “This campaign will help us open up the possibilities for people to experience an authentic Italian coffee world within their own homes.”

For further information please contact:

Phillip Rubel, CEO Saatchi & Saatchi Fallon Tokyo: T: +81.3.6438.1269;  E: phil.rubel@ssftokyo.com

Atsuo Sugimoto, President De’Longhi Japan Corp: T: +81.3.6860.5533; E: atsuo.sugimoto@delonghi.co.jp

 

 

 

Scalp Stress – It’s A Guy Thing Too! h&s for men campaign introduces their first “head spa” shampoo for men in Japan

Thu 14 Mar 2013 in SSF Tokyo, Work
H&S for Men

H&S for Men

Until now, guys in Japan have had to sneak their wife or girlfriend’s spa shampoo to get the benefits of a healthy scalp. P&G has brought to bear its 50 years of research & experience with scalp treatment for the benefit of men to have full and thick hair, and the confidence that goes along with it, thanks to h&s for men.

Saatchi & Saatchi Fallon’s multimedia campaign for h&s for men launches this week with a TV commercial featuring actor Takashi Sorimachii. We chose Mr. Sorimachi because he is so well known for being a perfectionist and for the intensive time he invests in preparation to whatever task is at hand, whether it pertains to his professional or private life.

In fact, during the commercial shoot Mr. Sorimachi asked to redo the running scene many times, amazing us with his pursuit of the perfect run. By the time Mr. Sorimachi was satisfied with his performance, even the professional athletic coach consulting on the shoot said admiringly “There is nothing more for me to teach.” We believe Mr. Sorimachi’s approach in not unlike h&s for men’s approach: upfront preparation gives you the confidence to be able to perform at your best.

You can see for yourself at http://www.hs-men.jp/

 

 

 

Cutting Through The Marketing Maze

Wed 27 Feb 2013 in SSF Tokyo

maze-IMG_0633a

The agency recently celebrated the unveiling of our new giant mural hanging in our lobby. The artwork reflects the complicated & challenging times brands face nowadays and how Saatchi & Saatchi Fallon helps our clients cut through the marketing maze regardless of how impossible it may seem. The artwork was conceived by one of our designers, Akane Yamamoto, after a hotly held design competition among several agency staff. The entire agency cast votes to select the winning design. Congratulations Yamamoto san!
 

 

 

バレンタインデー

Thu 21 Feb 2013 in About Us, News, SSF Tokyo
Valentines Day 2013 at SSF Tokyo

Valentines Day 2013 at SSF Tokyo

Valentine’s Day!!!

In Japan, it is customary for the girls to show love to the guys with chocolates and gifts.
(Lovely country isn’t it boys?!)

So every year, the girls of SSF put their hearts & brains together and think of a fun way to show some love to the boys.
This year, as SSF has grown to have so many boys with unique characters, the girls decided a single cake just wouldn’t do.
We decided to order individually customized valentine cupcakes that showcase each boy’s individual personalities and characters.

The girls came up with the images they had for the boys (this was the fun part!) and our lovely designers Haruka and Akane turned them into a simple iconic designs.

And TADAAAA!!

30 beautifully designed cupcakes to fit each of our boys!
Surf boards, takoyaki, soccer balls, blue sweaters, rugby balls, cigarettes, stripes, capsule hotels, hunting caps, GOD…
My they all look so cute and yuuuuuuuummmmy!!!

We had the boys come up one by one and pick out the cupcake they thought was theirs.
Surprisingly, the boys really knew themselves well, or should we say the girls knew the boys well?
Either ways, it was great fun guessing and getting to know what people thought of the boys and what the boys thought of themselves.
A really fun Valentine’s Day at the office.

Well done girls. We really raised the bar on this one.
Boys, I hope you’re already preparing for your 3倍返し(3 times back) on White Day!*

Happy Valentines!!

* March 14th when the boys give back to the girls who gave them Valentine’s day gifts.

 

 

 

Hugging For Chocolate In The Land Of Bows

Mon 4 Feb 2013 in SSF Tokyo, Work
The Love and Hug Campaign

The Love and Hug Campaign

Saatchi & Saatchi Fallon Tokyo Launches Godiva “Love & Hug” Integrated Campaign for Valentine’s Day

“In Japan it is not common to see overt physical displays of affection in public places. In other words, this is a nation that bows to each other rather than hugs in public. This is quite different compared to some places in Europe and the Americas where hugging and kissing is a common part of greeting friends and family.  With Saatchi & Saatchi Fallon’s help, Godiva is out to change that, at least for Valentines Day”, explains Jérôme Chouchan, Managing Director of Godiva in Japan.

The campaign rewards people for hugging a specially engineered mannequin. Each hug given the mannequin is measured and rated using technology built into the dummy. The hugger receives a certificate rating their hug quality and a photo of them hugging the dummy is uploaded onto the Godiva campaign site as well as their personal Facebook page. They receive a prize for their effort and can potentially win a more substantial gift. On the campaign site you can even send a virtual hug to someone using an online game created by the agency.

The thinking behind the campaign is simple: Make the participation component irresistible. It breaks through the cultural status quo of Valentine gift giving in Japan in a playful way and encourages people to actively participate in the real world and online.

For those of you reading this blog outside of Japan, you may be surprised to learn that the tradition of Valentine’s Day is different in Japan than in other places. On Valentine’s Day, women give gifts to men. Then one month later on White Day, men reciprocate with gifts to the women who previously gave them gifts. We felt there was room to inject some unexpected emotional value into Valentine’s Day by asking women to actually express their feelings in a physical way by hugging the mannequin in public and uploading their experience onto social media so it can be shared.

This campaign reflects the emotional brand values of Godiva and has an impact on the popular culture in a fun and unusual way.

The mannequin hugging booth will make appearances at various Godiva store locations around Japan. So far thousands of people have lined up to hug the mannequin and post their photos. Momentum online and at the actual store locations will intensify as Valentine’s Day nears.

Facebook Page: http://www.facebook.com/GodivaLoveandHug

Campaign Site: http://www.godivaloveandhug.jp

The public press is also starting to notice the campaign.  Coverage includes stories by  TV Asahi and Fuji Television. You can view the Metropolis Magazine coverage in English at: http://youtu.be/Nu-scS3qj0Y

 

 

 

h&s reveals “scalp power” as new h&s TVC launches

Tue 15 Jan 2013 in SSF Tokyo

hs-jan13

Saatchi and Saatchi Fallon Tokyoが制作する最初のTVCMの
全国オンエアが開始されました。
「洗うだけでは地肌の悩みはケアできないという事実とともに、“地肌力”という新しい提案を、確かな説得力をともなって日本にデビューさせることを目指しました。エンドーサーとして、“ゴッドハンド エステティシャン”として知られる高橋ミカさんを起用。地肌力を取り戻すことによってはじめて美しい髪が生まれることをh&sが証明する、まずはそういったドラマを日本の消費者に知っていただければと考えています」シニアクリエイティブディレクター 服部タカユキ
h&sのさらなる展開にご期待ください。
Saatchi & Saatchi Fallon Tokyo’s first  television commercial for P&G’s h&s premiered on major stations in Japan today.
Senior Creative Director Takayuki Hattori explains the TV spot’s concept: “For the first time, this commercial introduces the concept of jihadaryoku [power of scalp].  Well known esthetician “God Hand” Takahashi Mika is featured explaining jihadaryoku, articulating the fact that it is only when jihadaryoku is restored, that healthy and beautiful hair grows.”
As the brand begins to pick up momentum, jihadaryoku is a powerful way to explain how h&s can enhance the health & beauty of hair.
 

Saatchi & Saatchi Fallon Tokyo’s first  television commercial for P&G’s h&s premiered on major stations in Japan today.

Senior Creative Director Takayuki Hattori explains the TV spot’s concept: “For the first time, this commercial introduces the concept of jihadaryoku [power of scalp].  Well known esthetician “God Hand” Takahashi Mika is featured explaining jihadaryoku, articulating the fact that it is only when jihadaryoku is restored, that healthy and beautiful hair grows.”

As the brand begins to pick up momentum, jihadaryoku is a powerful way to explain how h&s can enhance the health & beauty of hair.