IPPON ENERGY EXPRESS by ADK Asatsu-DK Tokyo, Drill Inc Tokyo for ASAHI FOOD & HEALTHCARE CO.

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IPPON ENERGY EXPRESS

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Industry Bars, Business equipment & services, Corporate Image
Media Direct marketing
Market Japan
Agency ADK Asatsu-DK Tokyo
Copywriter Yusuke Shimazu
Agency Drill Inc Tokyo
Director Shigeyuki Arakawa, Keisaku Ibuki
Creative Director Ryuji Ueno - Drill, Tasuyuki Hamada
Art Director Koichiro Nishizawa, Naoki Morikami
Designer Katsuhiro Nagai
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: ASAHI FOOD & HEALTHCARE CO.
Product/Service: ENERGY BAR
Agency: DRILL
Agency: ADK JAPAN
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: DRILL, Tokyo, JAPAN
Entry URL: http://118.82.122.139/1pon/index.html
Agency Producer: Makoto Mitani (ADK)
Agency Producer: Yui Takamiya (ADK)
Agency Producer: Mayuka Yamada (ADK)
Art Director: Koichiro Nishizawa (dreamdesign)
Art Director: Naoki Morikami (dreamdesign)
Contents Strategist: Eiichiro Oshiro (dreamdesign)
Creative Director: Tasuyuki Hamada (Drill Inc.)
Creative Director: Ryuji Ueno (Drill Inc.)
Designer: Katsuhiro Nagai (dreamdesign)
Director: Keisaku Ibuki (Drill Inc.)
Director: Shigeyuki Arakawa (dreamdesign)
Copywriter: Yusuke Shimazu (dreamdesign)
Production Company: (dreamdesign+S.FUNCTION)
Media placement: Campaign Web Site - Online - 2009.10.19-11.30
Media placement: Delivery Campaign - Online - 2009.10.19-10.30
Media placement: PR EVENT 2 - Event Space At Marunouchi In Tokyo - 2009.10.19
Media placement: Tabloid/ Freepaper Tie-Up Insert Ad - Kiosks/News Stands At Main Terminal Stations Around Tokyo - 2009.10.19
Media placement: Packed Lunch Shops And Book Store Tie-Up Ad - Packed Lunch Shops, Book Store In Tokyo - 2009.10.19-10.30
Media placement: Product Sampling - Area/ Stations Used By Many Businessmen In Tokyo - 2009.10.19-10.30
Media placement: Magazine Tie-Up - Magazines For Business Person - 2009.10.26

Describe the brief/objective of the direct campaign.
IPPON Energy Bar is a delicious and healthy snack packed with all the nutrients. A bar is enough to fill and charge up tired people living a hectic life. The core target is new customers: businessmen in their 30’s. While there are so many similar kinds in the market, we conveyed the benefit of the product by establishing the brand position as the 'only one energy bar for businessmen' to stand out in the market.

Explain why the creative execution was relevant to the product or service.
The strength of the execution is that the concept of the project: Delivering Energy and revitalizing Japanese businessmen tired from work overloads', really matched with the mindset of the core target who are tired, not necessarily of work overloads but also of a bad economic climate like the recent recession. Also our unique sampling method - delivering the products by bicycle courier or parcel delivery service - reinforced the concept of the project described above. We intentionally used Japanese comedians as the faces of the campaign, in order to attract the core target who are very familiar with comedy programmes on TV targeting a similar generation.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The aim of the project was to improve the brand awareness and sales. 1)The concept is to deliver the 'ENERGY' and revitalize businessmen tired from work overloads by launching an imaginative bicycle courier company called IPPON Energy Express. Create buzz by employing Japanese popular comedians. Considering the nature of businessmen, the media and contact points are carefully selected. Mass media was not an option and focused sorely on website and PR activity i.e. the media strategy was constructed to achieve maximum publicity only by a promotional campaign.

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.
During the campaign (19th -31st Oct 2009), the website achieved 187,763 page views and 47,619 unique users. The sales were up by 30% at the Kiosk in the station.