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ASIA-PACIFIC, APRIL 2011 – Do you have what it takes to literally be kicked in the ass all day? For its Kick Ass Hall event for Diesel sneakers, G2 Japan released want ads for Assers, whose backsides would be kicked during the Nagisa Music Festival.
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The call for well-paid Assers (JPY50,000 ~USD590) generated huge buzz and became the top story in three categories in mixi news, the largest social networking site in Japan, fulfilling the teaser’s objective to be talked about in Japan’s online space. More than 4,960 applications for Assers were received.
Kick Ass Hall was envisioned to created buzz by communicating through unconventional means that Diesel footwear is meant for "kicking ass". In line with Diesel’s "be stupid" attitude, G2 Japan set up a space where participants could kick the Asser on a slider and win Diesel sneakers, if the Asser stops at a designated spot.
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The campaign garnered online and print PR mileage equivalent to over JPY30-M online and print. In addition, 3,300 tweets were also received during the campaign phase.
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)
