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“Osusumewa-gas-desho” Brand Campaign

TOKYO GAS

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04/2008 -

  • Campaign / Promotion planning
  • Research / Consulting
  • Creative
  • Media planning / Buying
  • In-store sales promotion

Kitchen equipments for professionals were sanctuaries for TOKYO GAS until TEPCO’s fierce competition started to increase share in the market. Cosmo helped build a communication plan through user research and developed a new brand message and catch copy to revive the brand and its share. One key tool was the publication of free paper “BO!” which promotes communication with chefs and restaurant owners. PR exposures were also secured in trade papers, major newspapers and lifestyle magazines to promote gas equipments to a broad audience. Websites were built and events were executed to support the campaign.