Due to the lack of association between supermarket and fashion, a traditional one-way ad campaign conveying Seiyu-Walmart clothing were both affordable and fashionable would have fallen onto deaf ears and not resonated, at all. We decided to prove our concept in Harajuku, the heart of Tokyo’s fashion district, in front of the country’s notorious hard-to-please fashionistas.

PR: Every major TV news program and target-right newspaper, magazines and blogs covered the event which drove the PR value at an estimated at US$1.3MM – twice the value of our entire budget. The buzz of the event through organic social media and mobile campaign and the PR coverage helped increased sales online over 700% and over 150% in in-store sales.

Perception: Our survey showed 99.2% of those who attended the event changed negative perception on supermarket clothes.