The NEW CategoryEntrant:
beacon communications k.k.,
Premium Vidal Sassoon
Credits Media Type: Live Events URL Address: http://www.wonderactive.jp/award/2009/360snap_Cannes/ Corporate Name of Client: Procter & Gamble Japan K.K. Agency: beacon communications k.k., Tokyo Creative Director: Hidekazu Sato Art Director: Katsuhiro Shimizu Agency Producers: Hideki Ida/Ryo Mochizuki/Sato Takahashi Production Company: imaginative inc., Tokyo/, Fishgrove Co. Ltd., Tokyo Designer: Yosuke Fukasawa Programmer: Shuichi Hirata Mobile: Tadakazu Oda/Seiki Nakayama Device: Koki Gomibuchi Planner: Yasushi Arikawa/Yuji Mizuto
Basic description of the project: Our challenge was to make the glamorous world of Music Fashion Vidal Sassoon more accessible by engaging the consumer at street level. We invited the consumers to take centre stage (literally and metaphorically) in a world normally reserved for the most glamorous and famous. So overwhelming was the response to this promotion, 3-hour long queues built up throughout the duration of the four-week promotion. 360º Snap Website page views exceeded 3 million hits during the promotion period. And Vidal Sassoon enjoyed a market share increase of approximately 200% (2.5% to 4.9%) during the promotion.