SPOTLIGHTING UNSUNG HEROES by Dentsu Inc. Tokyo for Georgia

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Industry Non-alcoholic drinks
Media Direct marketing
Market Japan
Agency Dentsu Inc. Tokyo
Art Director Kazunori Kawagoshi
Copywriter Yusuke Tsukamoto, Hiroyuki Kato
Strategic Planner Akimichi Hibi, Takuma Shinomiya, Kentaro Mito
Released March 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: COCA-COLA
Product/Service: BEVERAGE
Agency: DENTSU
Date of First Appearance: Mar 1 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Communications Designer: Noritaka Kobuse (Dentsu)
Strategic Planner: Akimichi Hibi (Dentsu)
Strategic Planner: Takuma Shinomiya (Dentsu)
Strategic Planner: Kentaro Mito (Dentsu)
Promotion Planner: Yasutomo Ebato (Dentsu)
Promotion Planner: Ryo Uchida (Dentsu)
Copywriter: Yusuke Tsukamoto (Dentsu)
Copywriter: Hiroyuki Kato (Dentsu)
Art Director: Kazunori Kawagoshi (Dentsu)
Account Executive: Takashi Asaoka (Dentsu)
Account Executive: Seitaro Ohgida (Dentsu)
Account Executive: Takehito Tanaka (Dentsu)
Account Executive: Akiko Masuda (Dentsu)
Media placement: PR Events - Tokyo Dome - March 2010
Media placement: Voting Website - Coca-Cola Website - March 2010
Media placement: Press Release & News Letter - Coca-Cola Website - March 2010
Media placement: TV Program - Sports News TV Program "Sport" - April 2010
Media placement: Magazine - Baseball Magazine - April 2010
Media placement: Web Banner - Yahoo! - April 2010
Media placement: Award Ceremony (13 Times) - Tokyo Stadium And Others - April 2010
Media placement: TV Station Tie-Up Event  - Fuji TV - July 2010

Describe the brief/objective of the direct campaign.
Gain empathy from working men & drive them to the web site.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Discovered insight that Japanese workers tend to chat about 3 main topics when they drink canned coffee during break: work, women, and…professional baseball.
Another finding was that they want more recognition, not only for spotlighted and glamorous work, but also for unglamorous work that contributes to the organization but goes unnoticed.
Therefore, we created a system to spotlight unsung heroes in the professional baseball world.
Established an official Japanese professional award that users weekly choose and vote for the best plays and great contribution to the team.

Explain why the creative execution was relevant to the product or service.
Point 1) Paid Ad >Free Broadcast;
Established the award officially authorized by the Japanese professional baseball organization, instead of the award led by the advertiser.
As a result, this award was broadcast every week for free in a sports news program. Favoured and frequently watched by the target, without announcing it in a paid ad spot.
Point 2) Created Web Voting Opportunities Every Week;
Introducing the “Users Poll” online system for the first time in Japan achieved creating online voting opportunities during breaks to drink canned coffee every week.

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.
Many users visited the Georgia website every week for online voting. Achieved remarkable access number!
-Achieved 1million PV per day!
-Gained 900,000 new web members!

The Direct marketing titled SPOTLIGHTING UNSUNG HEROES was done by Dentsu Inc. Tokyo advertising agency for Georgia in Japan. It was released in Mar 2010.