The brief was to convey to consumers in a specific, strategically significant area, the opening of a new L'Occitane store and to encourage store visit. The challenge came from the requirement to achieve results with a very low budget.

[Local utilization of 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. The system also promoted visits to the new store. In Japan, mobile phones are essential items for obtaining attractive information. Housewives use them daily to obtain coupons.

[Total response of 40%] The maximum expected response rate to direct ads placed in newspapers in Japan is around 3%. In this campaign, however, the access rate to the mobile phone site was 30% of the number of the sticky note newspaper ads placed, and 10% of housewives exposed to the sticky note ads visited the store the day after placement. The L’Occitane Japan campaign elicited a record response rate with a surprisingly low budget.