SOY SAUCE CONTAINERS by Dentsu West Japan Kobe for SUMA AQUALIFE PARK

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SOY SAUCE CONTAINERS

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Industry Leisure Parks
Media Direct marketing
Market Japan
Agency Dentsu West Japan Kobe
Creative Director Osamu Kawaguchi
Art Director Takashi Ohta
Copywriter Yuji Tanaka, Youta Tanaka
Designer Keiji Nakamura
Photographer Masao Hiratsuka
Released September 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: SUMA AQUALIFE PARK
Product/Service: AQUARIUM
Agency: DENTSU WEST JAPAN KOBE
Date of First Appearance: Sep 13 2009 12:00AM
Entrant Company: DENTSU WEST JAPAN KOBE, JAPAN
Creative Director: Osamu Kawaguchi (Dentsu West Japan Inc. Kobe)
Art Director: Takashi Ohta (Ohta Takashi Takashi.)
Copywriter: Yuji Tanaka (Tanaka Yuji Office)
Copywriter: Youta Tanaka (Tanaka Yuji Office)
Designer: Keiji Nakamura (Ohta Takashi Takashi.)
Photographer: Masao Hiratsuka
Make-Up And Print: Nikkoprocess (Nikkoprocess)
Graphic Designer: Kiyofumi Kondo
Agency Producer: Osaki Hiroto (Dentsu West Japan Inc. Kobe)
Media placement: Poster - Station - 13 Matrch 2009

Describe the brief/objective of the direct campaign.
Improve its brand image, lure more visitors and create more fans

Explain why the creative execution was relevant to the product or service.
Since ancient times, Japanese people have used soy sauce when they eat Sashimi, Sushi, or any of the fish dishes that they love so much. They have made the handy fish-shaped soy sauce containers so that they can bring them anywhere. By using the real containers as fish scales on the poster, along with a catch-phrase the ad conveys that Japanese people like fish so much that they even make soy sauce containers look like fish!

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
This poster is designed for an aquarium in Kobe, Japan. It refers to the many beautiful fish in the aquarium and to the fact that sometimes Japanese people even get a craving for some of the fish and imagine them being served with soy sauce.

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.
Japan’s first three-dimensional poster garnered a great deal of attention from newspapers, blogs and so on after it was released. On the first day, there were even incidents of theft. Brand awareness was further enhanced, and the number of visitors increased 122% compared with the previous year.