Aoyama Trading, an operator of Japan’s largest chain of menswear stores, was facing a tough competitive market in which similar brands continued to sprout up despite the shrinking suits market. The objective and challenge of Aoyama’s new, more expensive product campaign was to overcome this situation and to lead the industry. In order to achieve that, our agency designed a drastic campaign partnering with “Handsome Suit”, a comedy film focusing on suits that was being prepared for theatre release. We purposely selected “Handsome Suit” to bridge the image gap between traditional Aoyama suits and where they wanted to be. We integrated favourable brand images, such as Aoyama stores, staff and the sound-logo into the film through discussions with the film’s director and script writer. Moreover, by naming Aoyama’s upcoming suits after the movie, the movie title became an advertisement, increasing product recognition. To synchronize Aoyama and the film campaign, we incorporated images of the film into every campaign creative, including a situational tie-in TVCF which was created by the film’s director and main cast.At film release, Aoyama’s new suit campaign was recognized as conducting the first such campaign within the industry, and succeeded in gaining an increase in target groups visiting stores. The new suits line sold 130% more than anticipated.

By close discussions with the director and screen writer of the theatrical comedy “Handsome Suit”, we succeeded in organically integrating favourable and vital brand images such as Aoyama stores, staff and the sound logo to attract new customers as well as targeting the younger demographic. To synchronize Aoyama and the film campaign media, we incorporated images of the film into every Aoyama creative including two types of situational tie-in TVCF which was created by the film’s director and main cast. Furthermore, since most of Aoyama stores were located near cinema complexes, we deliberately activated Aoyama’s and the film’s campaign messages and media, such as billboards, train-wrap adverts, and cinema lobby promotions, to generate synergy. Images from the film were used in in-store POPs, fold-in advertisements and direct mail to ensure a uniform image throughout, while giveaways paved the way for the client to acquire new customers.

The campaign succeeded in attracting Aoyama’s new customers through the film as well as regular customers, including an increase in store visits by customers aged in their 20s and 30s—the campaign's target demographic.The new line of suits sold 130% more than originally planned, and the “Handsome Suit” brand, which was created in conjunction with the film, has outlived the movie and remained on sale after screening finished.A post-campaign survey showed that favorable brand impression rose from 42.6% to 68.1%, and the brand image accessibility—a major indicator of brand affinity—rose from 9.9% to 27.6%.