The concept was “local utilization of the 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, and promoted visits to the new store.

Total response, 40%. The response rate to direct ads placed in newspapers in Japan is around 3% at best. In this promotion, however, the access rate to the mobile phone site was 30% of the number of sticky note ads placed, and 10% of housewives visited the store the day after placement. The L’Occitane Japan campaign elicited a record response rate with a surprisingly low budget. This promotion not only encouraged store visits but also attracted general attention as an innovative way of using newspaper media, helping raise awareness of the L’Occitane brand.