Campaign details
Brand: GooDayBrand owner: GooDayLead agency: I&S BBDO INC., BBDO J WESTContributing agencies: CE worksCountry: JapanIndustries: Home improvement retailMedia channels: Direct marketing, Events & experiential, Outdoor, out-of-home, Public relations, Websites & micrositesBudget: Up to 500k
Executive summary
This campaign was a successful effort to rebrand GooDay, a DIY store in a local area of Japan with an old-fashioned image, to appeal to a younger user demographic and image.
The campaign involved "street battles" geared towards younger people that pitted GooDay against competing brands.
Utilising...