| Title | LEFTHANDED |
| Brand | SUSHI SHOP |
| Product/Service | SUSHI SHOP |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
|
Entrant
|
DDB PARIS, FRANCE
|
|
Idea Creation
|
DDB PARIS, FRANCE
|
|
Production
|
APRILE Paris, FRANCE
|
|
Additional Company
|
STUDIO 5 Paris, FRANCE
|
Credits
| Alexander Kalchev |
DDB Paris |
Executive Creative Director |
| Alexandre Hervé |
DDB Paris |
Executive Creative Director |
| Alexis Benbehe |
DDB Paris |
Creative |
| Pierre Mathonat |
DDB Paris |
Creative |
| Julien Bon |
DDB Paris |
Creative |
| Gautier Fage |
DDB Paris |
Creative |
| Sophie Mégrous |
DDB Paris |
Head of TV |
| Anais Ouchene |
DDB Paris |
Producer |
| Xavier Mendiola |
DDB Paris |
Agency Supervisor |
| Audrey Depommier |
DDB Paris |
Head of social media |
| Antony Krieger |
Sushi Shop |
Advertiser's Supervisor |
| Mathurin Bertrand |
Sushi Shop |
Advertiser's Supervisor |
| Elsa & Hippolyte |
Aprile |
Director |
| Cédric Boit |
Studio 5 |
Sound designer |
| Clément Reynaud |
Studio 5 |
Sound designer |
| Sophie Valentin |
DDB Paris |
Agency Supervisor |
| Charlotte Drago |
DDB Paris |
Agency Supervisor |
| Grégory Marciano |
Sushi Shop |
Advertiser Supervisor |
| Hervé Louis |
Sushi Shop |
Advertiser Supervisor |
| Adrien de Schrompé, |
Sushi Shop |
Advertiser Supervisor |
| Karine Lecomte |
Sushi Shop |
Advertiser Supervisor |
The Campaign
After months of R&D, we finally produced the most innovative product on the market : chopsticks… for the left handed. We created a film that lamented the hard life of a left handed sushi eater, produced 400 thousand chopsticks and started a fun conversation.
The first chopsticks for left-handed people lets them enjoy their sushi with a new savour: dignity.
The solution was to adopt an alternative tone from product centric communication to focus on the context of consumption. We wanted to find a light and entertaining way to talk about the simplest and most complicated thing in the world : eating sushi. To do so, we disrupted the most iconic object : the chopsticks.
Campaign Success
The solution was to adopt an alternative tone from product centric communication to focus on the context of consumption. We wanted to find a light and entertaining way to talk about the simplest and most complicated thing in the world : eating sushi. To do so, we disrupted the most iconic object : the chopsticks.
D-2, D-1, D –day
- tweets announcing the arrival of a very innovative product
- film was launched on Facebook and Twitter
- Press kit was sent to journalists and bloggers
D+1, D+2
- activation of the social room. Interaction with the public and creation of fun content (149 images produced in 48h)
Describe the success of the promotion with both client and consumer including some quantifiable results
Our product solved an injustice that has been around since 1200 BC. We finally permitted millions of left handed people to finally enjoy a meal with the most delivious savour: dignity.
We started a revolution to restore the place that left handed people deserve in the art of the sushi tasting.
750 267 views (twiter + facebook+ sushi shop website)
1 285 000 people reached on tv channel (earned media)
fans on facebook increased by 36%
Followers on tweeter increased by 48%
Interaction with the brand increased by 68%
Visit on the website increased by 45%
The numbers of orders increased by 15% during the operation
Explain why the method of promotion was most relevant to the product or service
Our first media was « the iconic chopstick » of Sushi delivery.
We produced 500 000 left-handed chopsticks which were distributed in restaurants and delivered home to those who ordered online via the website, the app and by phone. A film was released, explaining the reason why Sushi Shop would bring these left-handed chopstick to the world. The goal was to catch the attention of our consumers and medias, and make them react in order to start a conversation. A conversation that we were ready to pursue on social medias during 3 days and personalized answers to all our consumers.
We were a very well known brand, but in order to create internet fame, we knew we had to be fun. So we decided to have an ironic and playful strategy by making fun of R&D and product innovation campaigns. We knew that twitters and facebook are the right place to begin a conversation, because of the ridiculous premise of the campaign. As a result of a very simple campaign, we got thousands of people sharing, commenting and engaging with Sushi shop and having fun…even the left handed.
People who order sushi online were exposed to our campaign via Facebook and Twitter.