Kao Resesh: Flower Shock Experience

This case study shows how Resesh, a fabric freshener brand, turned a mobile phone into a virtual experience tool for customers, and successfully raised brand awareness in Japan.

Kao Resesh: Flower Shock Experience

Campaign details

Brand owner: KaoLead agency: I&S BBDOBrand: ReseshCountry: JapanIndustry Laundry productsMedia: Internet - microsites, Online video, Social media, TelevisionBudget: 500k - 1 million

Executive summary

This is a campaign for launching a new fabric freshener with fresh flower fragrance.

There are numerous existing competitor products in the fabric freshener category, so the important point for this campaign is to focus on the extent to which it could remain in memories of consumers.

The campaign targets young women (who have a high...

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