Brand owner: GooDay
Lead agency: I&S BBDO INC., BBDO J WEST
Contributing agencies: CE works
Industries: Home improvement retail
Media channels: Direct marketing, Events & experiential, Outdoor, out-of-home, Public relations, Websites & microsites
Budget: Up to 500k
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 the insight that young customers favour real content where nothing is faked and there is a sense of live action where the outcome is unpredictable, and also entertainment involving serious match-ups influenced by hip-hop culture such as rap battles, we developed the idea of presenting GooDay as a competitive urban store.