Nissei, a leading Japanese soft cream manufacturer, approached us to help introduce a new style of soft cream sweets named Dolci, and promote “SILKREAM”, their new café in Shibuya — the first outlet of its kind for the company. Dolci is Italian for sweets, and Nissei expanded this interpretation (and at the same time the perception of soft cream sweets) to include the combination of soft cream with other fruits and foods, and make a visit to the café a special experience. Targeting 28 year-old single females with disposable income to spend on “food experiences”, they created a Scandinavian style décor to encourage them to relax and linger longer.

To drive store traffic as soon as it opened, our strategy was to create a large burst of media exposure to coincide with the store opening. We began by giving select media sneak preview of the store before its grand opening, followed by aggressive media relations activity in the first 4 to 6 weeks to gain maximum exposure and awareness for the new store. A key tactic was to offer the store SILKREAM to fashion stylists as a photo location for key magazines and TV for the target female demographic.

Smooth results:

We generated nearly US$3 million of exposure for the store, with it featuring on several TV programs, magazines and websites consumed by the core target market. The shop was a hit from day one, with sales achieving projections in the first three months.

Exposure by press tour: Media Exposure Value TV & Radio JPY 280,831,160 Printed & Web Media JPY 18,438,063
TV Appearances
Yajiuma Plus Fuji TV 5:25-8:00, Mon-Fri 6:30-8:00, Sat		Zoom In Super Nippon TV 5:20-8:00, Mon-Fri
Mezamashi Fuji TV 5:25-8:00, Mon-Fri		Gokigenyou Fuji TV 13:00-13:30, Mon-Fri
Magazine Articles		Newspaper Articles
AERA	Elle a Table	Fuji Sankei Business i
Web Articles
MSN		VF Release

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