Traditionally, tissue packs have simply been handed out on busy Japanese streets. We’ve used this model as a launching point, but have added strategic and creative twists to our distributions. Most recently we are developing several [direct mail campaigns] that shift tissue pack advertising from an out-of-home marketing tool to a strategic in-home concept; adding a new dimension of effectiveness to our products. Our [case studies] more specifically highlight the cost effectiveness and measured ROI of our programs.
Also, in an effort to keep ourselves fresh and welcome others to experiment with tissue pack advertising, we hold an annual [contest] for creatives to design a tissue pack campaign for their existing or prospective clients.