PAPER TRAPS by Dentsu Inc. Tokyo, Dentsu Tec Tokyo for Mitsubishi

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PAPER TRAPS

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Industry Electronic Devices & Home Appliances
Media Direct marketing
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Hiroshi Nakagiri
Art Director Hideya Kuramoto Dentsu Tec Inc.
Copywriter Hiroki Takahagi
Designer Shinya Tokui
Producer Masaki Tokuhisa
Agency Dentsu Tec Tokyo
Released March 2009

Credits & Description

Category: Direct Response Digital: Other Digital Platforms to Harness Direct Marketing
Advertiser: MITSUBISHI ELECTRIC
Product/Service: HOME APPLIANCES
Agency: DENTSU
Agency: DENTSU TEC
Date of First Appearance: Mar 31 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.vons.co.jp/onedalist/popup_e.html
Executive Creative Director: Hiroshi Nakagiri (Dentsu Tec)
Creative Director/Planner: Yoshifumi Takeda (Dentsu Tec)
Producer: Masaki Tokuhisa (Dentsu Tec)
Copywriter: Hiroki Takahagi (Dentsu Tec)
Art Director: Hideya Kuramoto (Dentsu Tec)
Designer: Shinya Tokui (Dentsu Tec)
Production Manager: Takayuki Katou (Dentsu Tec)
Web Director: Kazuhisa Takayama (Vons Pictures)
Account Executive: Satoshi Takasugi (Dentsu)
Planner: Yuto Ogawa (Dentsu)
Client Supervisor: Koutaro Makino (Mitsubishi Electric)
Client Supervisor: Masatsugu Hakoda (Mitsubishi Electric)
Media placement: Web Contents(Printable Applications) - Mitsubishi Electric Corporate Website - 31 March 2009

Describe the brief/objective of the direct campaign.
Our goal was to motivate potential customers to purchase Mitsubishi Electric home appliances. For most households, purchasing a new home appliance is an important decision, and in Japan couples frequently discuss the matter beforehand. In the current economic recession, we found there were many wives or husbands who could not convince their partners to buy new appliances. We decided to help them persuade their partners to purchase new home appliances. However, our client asked us to come up with a low-budget solution.

Explain why the creative execution was relevant to the product or service.
Our research showed that about 70% of people cannot persuade their partners to purchase a home appliance, that 57% of people planning a home appliance purchase go online to look at the manufacturer’s website, and that about 70% of Japanese households have printers. Based on these three facts, we came up with this strategy to directly provide wives or husbands with purchase negotiation tools to use with their partners on the Mitsubishi Electric website, effectively recruiting them as Mitsubishi Electric salespeople within the home.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Based on the fact that about 70% of Japanese households have computer printers, we hit upon the idea of using their printers as free in-home media. To help wives or husbands get the message to their partners, we have created printable applications called Paper Traps containing messages about buying Mitsubishi appliances. They come disguised as divorce papers, crossword puzzles, eye charts, board games, newspaper inserts, money, love letters, memo papers and POP. They were available as free PDF downloads from the Mitsubishi Electric promotional website. To invite customers to the Website and encourage them to download the free PDF file, we sent about 200,000 emails which promoted this site and campaign plus an online PR campaign in websites and blogs. By setting these traps for their partners, our targets could engage in amazing and humorous negotiations.

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.
This campaign has been reported on over 30 web news sites, magazines, TV and radio stations. -The promotion website attracted about 255, 000 unique visitors during the 3-month campaign. -Total number of Paper Traps PDF files downloaded during the 3-month campaign: 25,120. -About 30% of Paper Traps users succeeded in their purchase negotiations.