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  • SUB CATEGORY :
    BRANDED CONTENT & ENTERTAINMENT LOTUS
  • COMPANY ENTERING :
    TAIYO KIKAKU CO., LTD., TOKYO
  • ENTRY TITLE :
    “WAITING4U〜LET YOU MOFU MOFU〜”
  • BRAND :
    MOFU MOFU☆DOGS
  • ADVERTISER :
    AKITA INU TOURISM
  • AGENCY :
    DENTSU INC., TOKYO/DENTSU PUBLIC RELATIONS INC, TOKYO
  • CREATIVE DIRECTOR :
    NAOYA KUDO
  • COPYWRITER :
    NATSUMI KANI/MOMOKA FUKUYADO/JULIA CHU
  • ART DIRECTOR :
    YOSHIYUKI IMOTO
  • ACCOUNT DIRECTOR :
    TAKAHIRO ITO
  • PR DIRECTOR :
    YOHEI NEMOTO
  • PR PLANNER :
    AYA SHOJI/MARIKO KITADA
  • STRATEGIC PLANNING DIRECTOR :
    TEMPEI SHIKAMA
  • STRATEGIC PLANNER :
    JULIA CHU
  • CREATIVE PLANNER :
    NAOYA KUDO/YOSHIAKI IMOTO/NATSUMI KANI/TEMPEI SHIKAMA
  • AGENCY PRODUCER :
    KO ECHIZEN/YASUE NAKAJIMA
  • FILM PRODUCTION COMPANY :
    TAIYO KIKAKU CO., LTD., TOKYO
  • DIRECTOR :
    SHUHEI YAMABE
  • D.O.P/CINEMATOGRAPHER :
    SHINYA MATSUO
  • CHOREOGRAPHER :
    CU TATSUYA
  • FILM PRODUCER :
    RYOTA IZUMIYA
  • ASSISTANT PRODUCER :
    TOSHIAKI FUJISHIMA
  • PRODUCTION MANAGER :
    RYUICHI USHIODA/HARUNA NAGAMATSU
  • STYLIST :
    SAYURI HAMAKI/OTOE HIYOSHI
  • POST-PRODUCTION COMPANY :
    IMAGICA, TOKYO
  • EDITOR :
    SHUJI DAITO
  • COLORIST :
    NOBORU YAMAGUCHI
  • FLAME ARTIST :
    ATSUSHI NISHIMURA
  • POST PRODUCER :
    KEN TAMURA
  • SPECIAL EFFECTS COMPANY :
    TAIYO KIKAKU CO., LTD., TOKYO
  • VISUAL EFFECTS :
    HIROSHI TAKEYAMA
  • SPECIAL EFFECTS PRODUCER :
    GOH TAKAHASHI
  • ILLUSTRATOR :
    YOSHIYUKI EMURA
  • SOUND PRODUCTION COMPANY :
    INVISIBLE DESIGNS LAB LTD., FUKUOKA
  • SOUND DESIGNER :
    SHINYA KIYOKAWA
  • MIXER :
    NAOYA MOCHIZUKI
  • DANCER :
    KAORI ISHIKAWA
  • PRINT PRODUCTION COMPANY :
    J.C SPARK INC., TOKYO/AMANA INC., TOKYO
  • PHOTOGRAPHER :
    UROKU
  • RETOUCHER :
    MASAHIKO FURUTA
  • DESIGNER :
    AKIRA FUJII/AYANO HIGA/YUKI YAMAGUCHI
  • PRINT PRODUCER :
    FUKUTARO INADOME
  • CULTURAL CONTEXT EXPLANATION :
    WHEN PEOPLE HEAR THE WORD “AKITA”, EVERYONE THINK OF “AKITA DOGS”. THE LONG-TERM CONCERN FOR THE LOCAL RESIDENTS OF AKITA PREFECTURE WERE THAT THE IMAGE OF “AKITA DOGS” WERE TOO STRONG, IT CASTED SHADOW OVER OTHER FASCINATING POINTS OF AKITA. “KIRITANPO” IS ONE OF THE LOCAL FOOD REPRESENTING AKITA PREFECTURE.
  • CAMPAIGN SUMMARY :
    WHEN PEOPLE HEAR THE WORD “AKITA”, EVERYONE THINK OF “AKITA DOGS”. THE LONG TIME CONCERN FOR THE LOCAL RESIDENTS OF AKITA PREFECTURE WERE THAT THE IMAGE OF “AKITA DOGS” WERE TOO STRONG, IT CASTED SHADOW OVER OTHER FASCINATING POINTS OF AKITA. SO THE LOCAL RESIDENTS OF AKITA CAME UP WITH AN IDEA. THAT WAS TO LET AKITA DOGS SPEAK THE FASCINATION OF AKITA PREFECTURE DIRECTLY TO THE WORLD. BUT, AKITA DOGS CAN’T SPEAK A WORD. SO THEY DECIDED TO CREATE AN INCARNATION OF AKITA DOG POP STAR. THE LOCAL RESIDENTS UNITED AND RELEASED A MUSIC VIDEO WITH AKITA DOG POP STAR DANCE AND SING AKITA’S FASCINATION. RIGHT AFTER THEIR DEBUT, THEY WERE COVERED IN BOTH DOMESTIC AND FOREIGN MEDIA SUCH AS NEWSPAPER, WEB NEWS AND TV. AS A RESULT, THIS LEAD TO AN INCREASE IN THE NUMBER OF TOURISTS VISITING AKITA PREFECTURE.
  • THE BRIEF :
    WHEN PEOPLE HEAR THE WORD “AKITA”, EVERYONE THINK OF “AKITA DOGS”. THE LONG TIME CONCERN FOR THE LOCAL RESIDENTS OF AKITA PREFECTURE WERE THAT THE IMAGE OF “AKITA DOGS” WERE TOO STRONG, IT CASTED SHADOW OVER OTHER FASCINATING POINTS OF AKITA. SO THE ASSIGNMENT WAS TO TURN THE WORLD’S EYE TO OTHER FASCINATING POINTS OTHER THAN JUST AKITA DOGS.
  • THE STRATEGY :
    HAVE WORLD FAMOUS AKITA DOGS TO PROMOTE THE FASCINATION OF AKITA PREFECTURE. BUT DOGS CANNOT SPEAK A WORD. SO THE LOCAL RESIDENTS UNITED AND CREATED A FICTITIOUS AKITA DOG POP STAR.
  • THE EXECUTION :
    INTRODUCING AKITA DOG POP STAR TO THE WORLD. HAVE THEM SING THE FASCINATION OF AKITA PREFECTURE AND DANCE TO THE MUSIC. THE VOCAL WAS MADE USING REAL AKITA DOGS BARKING SOUNDS. THIS SENSATIONAL IDOL GROUP SENT A SHOCK WAVE THROUGHOUT THE MUSIC AND DANCE INDUSTRY.
  • THE RESULT :
    RIGHT AFTER THEIR DEBUT, THEY WERE COVERED IN VARIOUS MEDIA. SUCCEEDED IN PROMOTING THE FASCINATION OF AKITA PREFECTURE EFFECTIVELY THROUGH AKITA DOGS. ADVERTISING EFFECTIVENESS WORTH $6,200,000. INCREASE IN TOURISTS VISITING AKITA PREFECTURE. THE AREA’S RAILROAD USERS MARKED 300%, COMPARING THE SAME MONTH OF PREVIOUS YEAR. ALSO, THE LOCAL RESIDENTS RE-RECOGNIZED THE FASCINATION OF AKITA PREFECTURE, RESULTING IN GAINING CONFIDENCE.
  • URL :
    https://www.youtube.com/watch?v=pyobqOPGPCI
  • AWARD :
    FINALIST
  • SUB CATEGORY :
    BEST INTEGRATED MEDIA CAMPAIGN
  • COMPANY ENTERING :
    BWM DENTSU, SYDNEY
  • ENTRY TITLE :
    SCORCHY INTEGRATED
  • BRAND :
    JEMENA
  • ADVERTISER :
    JEMENA
  • AGENCY :
    BWM DENTSU, SYDNEY
  • MANAGING DIRECTOR :
    ALEX CARR
  • CHIEF CREATIVE OFFICER :
    ROB BELGIOVANE
  • CHIEF STRATEGY OFFICER :
    JAMIE MACKAY
  • EXECUTIVE CREATIVE DIRECTOR :
    ASHEEN NAIDU
  • COPYWRITER :
    JOL TEMPLE
  • ART DIRECTOR :
    KEVIN REECE
  • ACCOUNT DIRECTOR :
    GEMMA AP GERAINT
  • EXECUTIVE PLANNING DIRECTOR :
    KARL BATES
  • AGENCY PRODUCER :
    EMMA DURLACHER
  • PRINT PRODUCER :
    SIMON HOLDAWAY
  • FILM PRODUCTION COMPANY :
    SCOUNDREL, SYDNEY
  • DIRECTOR :
    TIM BULLOCK
  • EXECUTIVE PRODUCER :
    ADRIAN SHAPIRO
  • POST-PRODUCTION COMPANY :
    SCOUNDREL, SYDNEY
  • EDITOR :
    ADAM WILLS
  • COLORIST :
    BEN EAGLETON
  • SPECIAL EFFECTS COMPANY :
    BLOCKHEAD VFX, AUCKLAND
  • SOUND PRODUCTION COMPANY :
    TONE ASTON, SYDNEY/RUMBLE STUDIO, SYDNEY
  • PRINT PRODUCTION COMPANY :
    FREEWAY REPS, SYDNEY
  • PHOTOGRAPHER :
    ANDREAS BOMMERT
  • RETOUCHER :
    MARK STERNE
  • PRINT PRODUCER :
    GRANT NAVIN
  • THE BRIEF :
    OUR BRIEF WAS TO DEMONSTRATE HOW INSTANTANEOUS CONTROL MAKES NATURAL GAS THE INSTANTLY BETTER CHOICE FOR HEATING, COOKING AND HOT WATER IN ANY SELF-RESPECTING MODERN AUSTRALIAN HOME. SUCCESS WOULD BE MEASURED BY OUR DELIVERY AGAINST VARIOUS BRAND AND BUSINESS OBJECTIVES. BRAND OBJECTIVES 1. RAISE BRAND AWARENESS OF NATURAL GAS BY 10% AND STRENGTHEN THE EMOTIONAL CONNECTION WITH THE BRAND
    2. INCREASE CONSIDERATION OF KEY ADDITIONAL APPLIANCES: A. HOT WATER +20% B. HOME HEATING +20% BUSINESS OBJECTIVES 3. INCREASE QUALIFIED LEADS BY 30% FROM 39,000 TO 50,000. 4. CONTRIBUTE TO AN UPLIFT IN GAS CONNECTIONS BY +10%*
  • THE STRATEGY :
    OUR PRIMARY TARGET AUDIENCE ARE “DISENGAGED CONSUMERS”, YOUNG FAMILIES WANTING TO MODERNIZE THEIR HOME. HIGH ENERGY USERS; COOKING FOR ENJOYMENT, NEEDING UNLIMITED HOT WATER, WANTING TO KEEP THE HOME COMFORTABLY WARM IN THE WINTER MONTHS. THEY INHERITED THE ENERGY MIX CURRENTLY IN THE HOME, NOW LOOKING TO UPGRADE.OUR CHANNEL STRATEGY WAS DESIGNED TO TAKE THE TARGET DOWN A PURCHASE FUNNEL; FORCE REAPPRAISAL OF NATURAL GAS; DRIVE CONSIDERATION; AND ULTIMATELY CONVERT THIS TO CONNECTION. WE PUSHED KEY MESSAGING WITHIN THOSE SUBURBS WITH A LOW PENETRATION OF HOT WATER OR HEATING, ENSURING WE REACHED THE RIGHT PEOPLE AT THE RIGHT TIME.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    THREE 30” COMMERCIALS WERE SUPPORTED BY RADIO EXECUTIONS AND A 60” CINEMA AND ONLINE VIDEO FOCUSING ON THE TRIBULATIONS OF LIVING WITH SCORCHY. IN WINTER, WE WRAPPED BUSES AND TOOK OVER TOWN HALL STATION WITH LARGE SCREENS, WALL AND FLOOR DECALS TO MESSAGE COLD COMMUTERS. DIGITAL OOH SCREENS ACROSS THE RAIL NETWORK INCLUDED SCORCHY BREATHING FIRE. WE USED UNEXPECTED CHANNELS INCLUDING AN APPEARANCE IN THE CITY2SURF FUN RUN, HIS INSTAGRAM COOKING FEED, AND HIS APPEARANCE AT THE SYDNEY HOMESHOW. A CASH-BACK OFFER RAN ON RADIO AND DIGITAL BANNERS. OOH SCREENS AT HOMEMAKER CENTRES TARGETED RENOVATORS READY TO UPGRADE.
  • THE RESULT :
    BRAND AWARENESS ROSE 20% AGAINST PRE-CAMPAIGN LEVELS. CONSIDERATION OF HOT WATER INCREASED 21%. FOR HOME HEATING IT ROSE 53%. WE GENERATED AN INCREASE IN QUALIFIED LEADS OF 87% Q2 AND 34% Q3 FROM JUST UNDER 4000 TO JUST OVER 6000. AGAINST OUR GOAL TO UPLIFT NEW GAS CONNECTIONS BY +10% (FROM 1089 TO 1175) THE CAMPAIGN CONTRIBUTED TO A MASSIVE UPLIFT, INCREASING 77% TO JUST OVER 1800 NEW HOUSEHOLD CONNECTIONS.