・The pamphlet was produced in the style of a leaflet. This made it easy to use by the sales reps when explaining the products to their best customers (high-income clientele), as all necessary information is ready at hand.
・The brand history and stories as well as commitment to the product are described in individual leaflets. Design and content appealed to the customers’ intellectual curiosity and sense of beauty, and to provide insight.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
・This pamphlet was created to be used by sales representatives from the out-of-store sales division at upscale department stores. It is a sales tool that explains the Johnnie Walker brand and the appeal of available products.
OPERATION / FLOW / INTERACTION:
The work of a sales rep consists of visiting potential customers, holding discussions with them and selecting the product that fits their profile. The leaflet allows the sales rep to present only the product he thinks is the most adapted to the customer’s profile.
PROJECT DURATION AND LOCATION:
This pamphlet has been used by sales reps employed by the most renowned department stores in Japan, since September 2015.
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
Sales reps visit potential customers and use the pamphlet to win business. As such, the visual quality of the pamphlet is essential to the sales process, as the pamphlet must work in lieu of the actual touch, texture, taste (as well as history) of the product. We aimed to convey the specific taste of this product by telling a visual story.
SPECIFICATIONS / TECHNICAL PROPERTIES:
The price of a bottle is so high that the importable variety and quantity are limited, as is the amount of products available in stock. In the case of a normal brochure, sales reps cannot differentiate the varieties of products in stock from those out of stock. Therefore, we created an adjustable leaflet including cards corresponding to the different varieties.
Dimensions: Width 210mm x Height 297mm. The A4 size makes it ideal for fitting in attaché cases.
Previously the only tool of the sales rep was a price list, so nothing expressing the product value was available to show to the potential customer. The leaflet/cards format allows the sales rep to only show the most appealing product to each customer. We struck upon this idea after investigating the sales reps’ line of work and the issues that regularly confront them.
TEAM MEMBERS (1) :
Creative director: Yoshitaka Nonaka, Art director: Eriko Takahashi and Copywriter: Koji Yoshii
EGC Creative, 2015.