Title: Selfridges and Tokyo Life
Media Agency: Naked Communications
Media Director: John Harlow
Account Director/Media Planner: Ben Milligan
Creative Agency: Karmarama
Account Directors: Dave Buonaguidi, Naresh Ramchandani
Creative Directors: Dave Buonaguidi, Naresh Ramchandani
Account Planners: Dave Buonaguidi, Naresh Ramchandani
Client: Selfridges
Brand/Product: Tokyo Life
Marketing Directors: Nick Cross, James Bidwell
Media/Brand Managers: Fiona Perkins, Sarah Matthews
Selfridges' multi-layered Tokyo Life campaign seamlessly interwove media
strategy with creative solutions. On a limited budget of £200,000,
Selfridges transformed from being as English as Earl Grey into being as
Japanese as japonica. Media was treated in the broadest sense as any
contact point between Tokyo Life and its customers, so for the month of
May, Selfridges stores in London and Manchester became media in
themselves.
Vending machines, window displays and store banners complemented
traditional paid-for media, for instance, on the back of The Guardian
Guide booklet.
Selfridges teamed up with Capital FM which turned its jingles Japanese
for the campaign period. E-mails and a screensaver formed part of a
viral campaign headed up by the campaign mascot, Kinkinki.
