G2 Japan kicks ass for Diesel
G2 Japan were briefed to strengthen the presentation of the Diesel’s sneakers range as a superior shoe for ‘Kicking Ass’. The concept of ‘Diesel sneakers are made for kicking ass’, was leveraged on to organise a hands on event called ‘Kick Ass Hall’. The idea of actually kicking someone’s ass was staged at the Nagisa Music Festival.
Although the action of kicking someone’s ass is perceived very negatively in Japan, G2 Japan staged a game whereby participants would kick a person on a slider (the Asser) and win Diesel sneakers, if their Asser stops at a designated spot.
This event garnered huge participation due to its unique format and interesting presentation. PR mileage amounting to over 30,000,000 yen, during the course of this campaign. This include coverage in both online and print. The campaign achieved No. 1 in daily rankings for three categories in mixi news. Over 3,300 tweets were received during the campaign phase and more than 4,960 applications for the ‘Asser’ job were received.
Credits:
Agency: G2 Japan
Client: Diesel Japan
Campaign: Kick Ass Hall
Executive Producer/ Executive Creative Director: Ichiro Ota
Creative Director: Yasushi Arikawa
Senior Producer/Account Director: Hideki Ida
Event Producer: Shintaro Kurushima (SUN DESIGN)