Otsuka Pharmaceuticals DM TWEET RUNNERS by AOI Pro.

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TWEET RUNNERS

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Industry Vitamins & Diet Complements
Media Direct marketing
Market Japan
Agency AOI Pro.
Creative Director Mitsuhisa Aoyama, Yosuke Takeuchi
Designer Daniel Marcos Perujo
Producer Kana Terashima
Account Supervisor Takayuki Fukunaga
Released September 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: OTSUKA PHARMACEUTICAL
Product/Service: AMINO-VALUE
Agency: AOI DIGITAL CREATION
Date of First Appearance: Sep 27 2010
Entrant Company: AOI DIGITAL CREATION, Tokyo, JAPAN
Entry URL: http://www.aoidc-job.com/award2011/tweetrunners_02/en/index.html
Client Supervisor: Yusuke Shimada (Otsuka Pharmaceutical)
Client Supervisor: Nobuya Iguchi (Otsuka Pharmaceutical)
Account Exective: Norifumi Moriya (Asatsu Dai-Ichi Kikaku)
Account Exective: Takeo Kondo (Asatsu Dai-Ichi Kikaku)
Account Supervisor: Takayuki Fukunaga (Asatsu Dai-Ichi Kikaku)
Agency Producer: Yoshiki Seki (Asatsu Dai-Ichi Kikaku)
Creative Director: Yosuke Takeuchi (Asatsu Dai-Ichi Kikaku)
Creative Director: Mitsuhisa Aoyama (Aoi Digital Creation)
Planner: Yosuke Takeuchi (Asatsu Dai-Ichi Kikaku)
Producer: Kana Terashima (Aoi Digital Creation)
Project Manager: Kaori Abe (Aoi Digital Creation)
Technical Director: Takuji Ujiie (Aoi Digital Creation)
Designer: Daniel Marcos Perujo (Aoi Digital Creation)
Engineer: Soushun Orihara (Aoi Digital Creation)
Technical Planner: Hanna Saito (Aoi Digital Creation)
Web Designer: Takeyuki Ueshima (Amaneku)
Developer: Ryuji Hirose (Ubiquitous Entertainment)
Developer: Tatsuki Okamoto (Ubiquitous Entertainment)
Media placement: Web Site - App Store - 27 September 2010
Media placement: Magazine - Anan - 29 September 2010
Media placement: Magazine - Tarzan - 30 September 2010
Media placement: Web Site - Www.appbank.net - 1 November 2010
Media placement: Magazine - FRaU - 11 December 2010

Describe the brief/objective of the direct campaign.
Amino-Value is a functional drink that effectively works with muscles during and after physical exercise. For this reason, sales channels have been limited and purchasing opportunities have been lost.
We therefore focused on “citizens’ marathons” in which runners, who are our targets, can continue running joyfully. We aimed at creating a platform for runners to reproduce drinking-water stands and spectators on marathon-course streets anywhere and anytime.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We created a platform for mobile phones substituting “sales stores” for “drinking-water stands” and “Twitters” for spectators. We developed an iPhone application that displays sales stores as drinking-water stands on a running map using the GPS service and that allows sharing of running data and photos on Twitter. Many cheer-up comments are sent to Twitter and nearby sales stores are displayed on the running map after the runners run joyfully, thus strongly linking drinking timing to the sales stores. As a result, the number of sales stores selling our products has increased by about 20%.

Explain why the creative execution was relevant to the product or service.
“Tweet Runners” is a campaign of a new type that links Tweeters and sales stores. The design that exhaustively pursues the runner usability allows all runners to easily use the application and this induces purchases. As a result, the application as a sales support tool is contributing to increasing the number of sales stores. For the runners, more sales stores mean more drinking-water stands and this creates an environment that is easier to run for them. We believe that continuous communication which links between drinking timing and sales stores is most appropriate.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Won No. 1 rank in the healthcare and fitness category of App Stores. In three months after release on September 29, 33,120 downloads and about 90,000 application utilizations were recorded. Tweeting totalled about 33,000 times. Distributor stores of Amino-Value increased about 20%.