Cannes Lions 2007 Media Gold: A TIME MACHINE? A WASHING MACHINE?

Name	Position	Company
Tetsuya Kikuchi	Strategist	Dentsu
Noriaki Kuramoto	Producer	Dentsu
Shohei Nishina	Producer	Dentsu
Shu Akahane	Strategist	Dentsu
Toshiyuki Nishino	Account Executive	Dentsu
Masaki Nakamura	Account Executive	Dentsu
Hisashi Shimozawa	Communication Designer	PIERCE
Mitsuhiko Goto	Communication Designer	Dentsu
Yuki Tamura	Strategist	Dentsu

The communication goal for Hitachi's new washing machine launch campaign was to reposition the conventional function-based "need" strategy to an emotional-based "desire" strategy. This was derived from target insights that consumers won't necessarily select the product simply by specs but by emotion. To fulfill our objectives, we established a movie project where the washer takes the leading role and the movie itself becomes the launch campaign medium. Japanese box office movies are the dominant media that target consumers actively and also attract them. Furthermore, the recent domestic film market's success achieved extensive touch points.

Strategists played a central role in developing a new creative campaign combining the Hitachi Washer with the box office movie. We not only succeeded in letting a washing machine take the leading role and including it in the movie's title, but also accomplished accomplished every touch point with the movie aspects. We also hit all the consumer touch points by connecting the targeted consumers to the retail stores.

Target audience for washing machines is 35-44 years old according to market research. The first phase started with a strategic word-of-the-mouth campaign based on teaser trailers and publicity. Secondly, we secured every touch point (web, mobile, magazine, newspaper, brochures, etc.) that our target would access when selecting a washing machine, and lured them to the retailers. A sweepstake campaign website was specially developed. Also, to capture dramatic attention in the washing machine department in stores, we displayed the mockup of the drum washer time machine from the movie.

Massive movie TVCM; PR of over 100 programs, worth over $10 million. 95% (vs. 75% at pre-campaign) showed purchase intentions. After watching the movie, 100% showed purchase intentions. Washer sales: 120% of goal. Consistently ranked top 3 at product comparison sites! Top seller at stores!