Direct > Strategy
SMASH GUITAR BORN-TO-BE-DESTROYED
HAKUHODO, Tokyo / K'S JAPAN / 2010
Awards:
Overview
Credits
Overview
BriefWithProjectedOutcomes
We developed an extreme guitar for the following 4 reasons:Reason 1Because our promotion was in form of a real product, SMASH directly delivered K’s JAPAN’s rock spirit “Destroy to Create” as a direct experience of playing and smashing.
Reason 2The rock spirit “Destroy to Create” embodied by SMASH, attracted not only rock fans but also people fed up with recession.Reason 3We made people and media come to us without using media fee.
Reason 4Because SMASH was a performing tool, as people played SMASH in the media and liveshows, these performances automatically expanded K’s JAPAN’s advertisement.
ClientBriefOrObjective
To make K’s JAPAN, a small guitar company famous as a cool rock guitar brand.They had no name value and people were not enthusiastic about rock like they used to be in the golden era because other music like hip-hop became just as popular.K’s JAPAN needed to expand its consumers to those who are not core rock fans.
Effectiveness
K’s JAPAN’s sales went up 400% in Mar. 2010 compared to Mar. 2009.$3 million worth of free publicity with 0 media fee.K’s JAPAN became no.1 search-word in one of Japan’s biggest search engine, goo.No.1 sales ranking at Amazon’s new instrument category.No.1 topic in Japan’s biggest SNS, mixi, more talked about than Olympics and ipad.No.1 in “Things I Want Ranking” in MONO, the most issued shopping magazine.Marty Friedman, ex MEGADETH commented on SMASH as an ideal rock guitar.Bounce rate of SMASH’s website hit 1.5%.MTV did a 1 week program on our event.Media used SMASH in various ways which expanded SMASH’s recognition. For example, used in a music video, topic on business news, subject for an iphone application and as a weapon in a pro-wrestling match.
Relevancy
Instead of creating a normal advertisement, we developed to sell an extreme product to excite people and engage them with K’s JAPAN.We made a guitar born-to-be-destroyed, SMASH!!!SMASH is meant to be destroyed in its structure, function, recycle system and price, needless to say it can be played as a normal guitar.It is an extraction of the rock spirit, “Destroy to Create!”-Destroy rigid systems to create a new world. With this spirit, we aimed to attract not only rock fans but also people wanting to breakthrough the stress of recession.Then, we advertised SMASH with viral movie, flyers, posters, launching event and experience event. TV, websites, magazines and radio picked up SMASH as exciting news, creating free publicity.
More Entries from Traffic & Brand Building in Direct
24 items
More Entries from HAKUHODO
24 items
