47CLUB DM EAT ARTICLES by Dentsu Inc. Tokyo

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Industry Consumer & Public services
Media Direct marketing
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 & Media
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)
Researcher: Yusaku Moriuchi (Dentsu)
Researcher: Shinichiro Fujimoto (Dentsu)
Researcher: 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: Digital Ad/Banner - 47 Local Papers' Web Site - 20 NOV 2011
Media placement: Newspaper Ad - 47 Local Papers - 1 DEC 2011

Describe the brief/objective of the direct campaign.
Many Japanese local newspapers were struggling financially. In an effort to turn things around, 47 local newspapers came together to use 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. But 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 creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In Japan, there is a tradition to send gifts for seasonal greetings. But we found that people were tired of sending classic gifts like coffee or beer.
So 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’ which is usually filled with actual local specialties. But instead, we filled it with cards. Each card represents a gift with an article explaining each feature.

Explain why the creative execution was relevant to the product or service.
* With this product, local newspapers created a business in which they have consumers ‘eat’ their articles, not only ‘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 cultural item. 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.

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.
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 as small gifts for all kinds of purposes.