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Entrant: beacon communications k.k., Tokyo
Premium Vidal Sassoon
Media Type: Live Events
URL Address:
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.

LIA Awards 2009©

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