JR East (East Japan Railways) Design & Branding Delicious Supplement [image] 4 by Beacon Communications Tokyo

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Delicious Supplement [image] 4

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Industry Railways
Media Design & Branding
Market Japan
Agency Beacon Communications Tokyo
Executive Creative Director Jon King
Creative Director Shunsuke Kakinami
Art Director Jun Oizumi
Copywriter Mai Kaneda
Released October 2016


The FAB Awards 2017
Sales Promotion Retailer Silver

Credits & Description

Url: http://www.beaconcom.co.jp
Agency: Beacon/Leo Burnett Tokyo
Company Entering: Beacon Communications K.K., Tokyo
Brand: Delicious Supplement
Advertiser: East Japan Railway Company
Agency: Beacon/Leo Burnett Tokyo, Tokyo
Executive Creative Director: Jon King
Creative Director: Shunsuke Kakinami
Copywriter: Mai Kaneda
Art Director: Jun Oizumi
Technical Director: Tomonori Oki
Design Director: Masaomi Minegishi
Designer: Akihiro Kuwahara/Yuko Takamichi/Hisako Konagaya
Experience Designer: Mai Kaneda
Account Manager: Mai Kaneda
Agency Producer: Amana Inc., Tokyo
Director: Ryosuke Uchijima (Zona)
D.O.P/Cinematographer: Takehiro Kano (Zona)/Takahiro Morooka
Film Producer: Shunsuke Doi
Still Producer: Hisashi Kitahara
Production Manager: Taewan Kim
Photographer: Sakiko Ohno
Retoucher: Teruumi Kuroda
Editor: Kenichi Hirai
Colorist: Haruka Okutsu (Imura Office)
Print Production Company: Suzuki Shofudo, Kyoto
Print Producer: Eiji Tachi
The Brief:
The Modern-Day Fast-Paced Lifestyle Is Forcing People Into Bad Diet Habits. Less Attention Is Paid To What They Are Eating And Nutrition Intake. And They Take Supplement Pills To Compensate For The Lack Of Nutrition. Japan Railways, Which Runs Food Stores At Station Buildings Nationwide, Wanted To Find A New Way To Make Their Diet Habits Better While Uplifting The Traffics & Sales Of Stores At The Same Time.
The Strategy:
To Save Modern Nutrient Shortage In A Unique Way Of Combining Nutrition And Deliciousness. We Introduced Delicious Supplement, A Personalized Lunch Capsule prescription’ Out Of Over 2.2 Million Combinations. As A Win-Win Service To Improve Commuters' Diet Habits And To Increase The Sales And Traffics To Food Stores At Station Buildings.
The Execution:
First, Delicious Supplement Diagnoses What Nutrition You Need Now Through Chats With Its Original Ai. Then It Prescribes You A Lunch Capsule For You To Combine Your Favorite Delis With Your Needed Nutrition. The Original Ai And All Delis Are Managed By The Professional Nutritionist. The Service Launched At One Food Court Of The Station Building Near Tokyo Last Summer. And Now Some Food Stores At Station Buildings Are Preparing To Adopt The Service.
The Result:
Impressions Amounted To Over105,28
090 In Less Than Two Weeks. The Sales Achieved 122.5% Vs Year Ago. Plenty Of Media Including Japanese Most Prestigious Business Tv Program Covered This Service As The Diet Innovation. And The Service Is Now Being Rolled Out Nationally.