EAT ARTICLES by Dentsu Inc. Tokyo for 47CLUB

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EAT ARTICLES

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Industry Online Retail & E-stores
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director So Yamada
Art Director Maho Kudoh
Copywriter Jumpei Iwata
Designer Hideaki Kobayashi
Producer Osamu Hashimoto, Yoshinari Furuichi, Mika Kawasaki
Photographer Mitsutaka Fujie, Hidenori Arioka
Released December 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: 47CLUB
Product/Service: LUNCH-BOX GIFT
Agency: DENTSU
Creative Director: So Yamada (Dentsu)
Copywriter: Jumpei Iwata (Dentsu)
Art Director: Maho Kudoh (Dentsu)
Producer: Yoshinari Furuichi (47club)
Designer: Hideaki Kobayashi (Taki Corporation)
Photographer: Mitsutaka fujie (Five M)
Photographer: Hidenori Arioka (Five M)
Producer: Osamu Hashimoto (Five M)
Producer: Mika Kawasaki (Five M)
Supervisor: Kenichiro Kurita (47club)
Supervisor: Yuki Noro (47club)
Resercher: Yusaku Moriuchi (Dentsu)
Resercher: Shinichiro Fujimoto (Dentsu)
Resercher: Kaya Nakamori (Dentsu)
Media placement: Product / Launching - 47CLUB Shopping Site - 20 NOV 2011
Media placement: Web / Original Page - 47CLUB Shopping Site - 20 NOV 2011
Media placement: Degital Ad / Banner - 47 Local Papers' Web Site - 20 NOV 2011
Media placement: Newspaper Ad - 47 Local Papers - 1 DEC 2011
Describe the brief from the client
Many Japanese local newspapers were struggling financially. In an effort to turn things around, 47 local newspapers came together to share their intimate knowledge with the local communities. They co-founded an online-shopping site called the ‘47 CLUB’ which specialised in local foods and specialties. However, there was one problem; they needed a killer product that would drive customers to the site. So, they asked us to help create a product that would represent the website.
Describe the challenges and key objectives
In Japan, there is a tradition to send gifts for seasonal greetings. We found that people were tired of sending classic gifts such as coffee or beer.
We redesigned the whole gift-giving experience. The gift-giver just pays and submits the recipient’s address. Then the recipient will receive a special catalogue gift box from which he can enjoy choosing a gift for free.
The package design resembles a Japanese lunch-box style called ‘Eki-Ben’ that is filled with actual local specialties. Instead, we filled it with cards. Each card represents a gift with an article explaining each feature.
Describe how you arrived at the final design
• With this design, local newspapers have created a business in which they have consumers ‘eat’ their articles, not just read them.
• The Japanese people dislike wish lists from online-shopping sites because they think it is rude to select in advance. Our product is comfortable because the selection process is after the giving.
• ‘Eki-ben’ is a popular Japanese culture. It is a lunch box filled with local specialties only available at local train stations. Eating ‘Eki-ben’ is one of the biggest pleasures of travelling around local cities in Japan.
Give some indication of how successful the outcome was in the market
In just 1 month, our new product spread instantly, driving website traffic up to 131%. Sales went over $70,000, which was 5 times our goal. People were talking about it on websites and blogs, and even magazines started to cover our product. It became a hit. Not only are the people using the product for seasonal greetings, but also for small gifts and multiple purposes.