To offer the brand experience and to create a buzz by communicating the Diesel fall/winter theme 'Kicking Ass' to the target audience in a striking way and to strengthen the presentation of the sneaker collection, which is the hero product of Kicking Ass.
To communicate and expand this brand experience of Diesel in relation with the fall/winter collection theme (under the global/annual campaign 'Be Stupid'), Grey Group G2 Tokyo offered the totally stupid event called 'Kick Ass Hall', which gave the target audience at a Japanese major music festival an opportunity to kick people's (assers's) ass with Diesel sneakers. The Assers were recruited as a part-time job and this recruitment also served as a pre-PR. The high pay of 50,000 yen/day and the unique job attracted almost 5,000 applicants and also generated buzz on social media such as social networking sites/Twitter/blogs. The winning strategy was to generate buzz and viral communication among the target market (Japanese youth aged 10-20, male and female, existing and prospective brand users) utilizing 'real' recruitment of stupid and high pay job offer as a teaser PR (mainly focused on online media).
The campaign was ranked number one in daily access for three categories in mixi news (largest social networking site in Japan).
Chengdu is the fourth largest city in China and is rich in lush gardens and natural attractions. However, it remains virtually unknown outside China to investors or tourists. The city needed to tell its story to the outside world or risk being left behind at substantial cost in lost economic development, income opportunities for city residents, migration patterns and local tax revenue. The campaign objectives were to increase foreign direct investment (FDI) into Chengdu above 2009 levels; attract more multinational corporations to base their operations in Chengdu; and to increase inbound tourism to Chengdu by 10%.
Given all the news coming out of China focusing on political issues, a crucial strategic guideline was to take a 'soft power' approach to the campaign. Furthermore, Ogilvy Public Relations Worldwide Beijing knew it needed third-party involvement to give the campaign the required credibility. After several brainstorming sessions, the team arrived at the 'Pambassador' idea - a global competition to search for six panda keepers (pambassadors) to work at the renowned Chengdu panda base and research center. The campaign would partner with the World Wildlife Fund; it would be a serious initiative and would serve as the first of its kind internationally. The agency officially launched the search at the Chengdu Pavilion of the Shanghai EXPO with a competition website where contenders could submit their applications. In February 2010, Chengdu was officially presented to the world as the first Chinese city to sign up for Earth Hour 2010.
The 'Pambassador' campaign delivered more new FDI to Chengdu than any other midwestern Chinese city and helped reinvent it as a city that is economically sustainable, friendly and open.