Sony DM TIGHT-KNIT FAMILY by Hakuhodo Kettle Tokyo

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Industry Photo & Video Cameras, Accessories
Media Direct marketing
Market Japan
Agency Hakuhodo Kettle Tokyo
Creative Director Kentaro Kimura
Art Director Mayumi Ueoka
Copywriter Takamasa Yamagata, Tomoki Harada
Designer Atsuo Tsuyuki
Producer Toshi Morikawa, Maho Sakuramoto
Photographer Satomi Matsui
Released November 2009

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: HAKUHODO KETTLE, Tokyo, JAPAN
Entry URL:
Creative Director: Kentaro Kimura (Hakuhodo Kettle)
Copywriter: Tomoki Harada (Hakuhodo)
Copywriter: Takamasa Yamagata (Hakuhodo)
Art Director: Mayumi Ueoka (Hakuhodo)
Photographer: Satomi Matsui (Hakuhodo Product’s)
Producer: Maho Sakuramoto (Hakuhodo Product’s)
Designer: Atsuo Tsuyuki (Ryus)
Planner: Ikuko Ota (Hakuhodo)
Producer: Toshi Morikawa (Hakuhodo Kettle)
Planner: Shingo Kato (Hakuhodo)
Web Planner: Keiichi Motoyama (Hakuhodo)
Agency Producer: Mitsutoshi Sakamoto (Hakuhodo)
Agency Producer: Daisuke Ito (Hakuhodo)
Agency Producer: Takehiko Kawakubo (Hakuhodo)
Advertising Producer: Jun Nagashima (Sony Marketing)
Advertising Producer: Takashi Miyahara (Sony Marketing)
Media placement: Train Ad - Tokyo - 01-28 December 2009
Media placement: Website - Web - 01-28 December 2009
Media placement: Web Banner - Web - 01-28 December 2009
Media placement: POP - Shops - 01-28 December 2009

Describe the brief/objective of the direct campaign.
To promote Sony Digital Photo Frame as a gift to their family.

Explain why the creative execution was relevant to the product or service.
Most Japanese parents go back to their hometown with their kids to see their grandparents for the New Year holidays. It is a great opportunity to strengthen family ties.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We invented “Tight-Knit Family Muffler” to visualise the bond of the family with a digital photo frame. By fastening the buttons, you can connect everybody’s muffler. Then, by taking a picture and putting it in the Sony Digital Photo Frame, you can see the bond as a family anytime even if they live long distances from eachother.  Before the New year holidays, we carried out a campaign that you win mufflers by purchasing Sony Digital Photo Frame.

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 families bought the Sony Digital Photo Frame and took it to their grand parent’s home. Sales went to 261% compared to the previous year. Above all, we offered unforgettable memories to three-generation Japanese families this winter.