Leo Burnett - Cultural Fuel

The Japanese business magazine JapanInc reported about the test store Sample lab! which plays with the business idea that everyone loves new things that cost nothing. The designated customers of Sample Lab! are women between 20 to 30 years. They can try the newest cosmetics, snacks, electronic gadgets and energy drinks. They have the option to purchase a full-sized version of the product in-store, or to take home more free samples. To avoid “freebehunters” a membership registration is needed for a small budget.

Finally, customers have to fill out a questionnaire about the product they took home. The results are sold to the manufacturer(s). Nobody is surprised about the fact that behind Sample lab! stands a research institute.

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