Cannes Lions
DENTSU, Tokyo / SHINSEDAI / 2006
Awards:
Overview
Entries
Credits
Execution
At Roppongi tube station in Tokyo, everyone could not have missed the message"Jackie announces to defeat a lack of exercise in this country" on posters,on the day of the performance. Because there were hundreds of them.Minutes after getting out of the station, you would have seen a real Jackie doing the performance above your head. It was very impressive and effective way to remind a comsumerwhat "Xavix" was.
Outcome
At the performance, 2000 of Xavix machines were at the venue. They were sold out in 1 hour by audience. And only a month passed, after TVC was on air, a sales target (50,000) was cleared.
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