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Industry Confectionery & snacks, Snacks
Media Direct marketing
Market Japan
Agency Hakuhodo Tokyo
Executive Creative Director Masaru Kitakaze
Art Director Katsuhiko Suzuki
Copywriter Taku Tsuboi, Mio Nakatsuka
Designer Ryo Kadowaki, Shuhei Kuwabara, Yusei Kakizaki, Naonori Yago
Photographer Kazuyoshi Usui
Released April 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: TOHATO
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: HAKUHODO, Tokyo, JAPAN
Entry URL: http://boukun.jp/boukun5/tour/index.html
Executive Creative Director: Masaru Kitakaze (Hakuhodo)
Creative Director: Katsuhiko Suzuki (Hakuhodo)
Copywriter: Taku Tsuboi (Hakuhodo)
Copywriter: Mio Nakatsuka (Hakuhodo)
Art Director: Katsuhiko Suzuki (Hakuhodo)
Designer: Yusei Kakizaki/Shuhei Kuwabara/Naonori Yago (Hakuhodo)
Designer: Ryo Kadowaki (Androidgraphics)
Web Designer: Kohei Tsuji (Crossing)
Coordinator: Takashi Maruyama (JTB Motivations)
Coordinator: Yoshihiro Sakai/Ueoka Koji/Katsuhisa Endo (Sakai Logical Group.)
Photographer: Kazuyoshi Usui (Hakuhodo Products)
Media placement: SW Board - TOKYO - 01.04.2009
Media placement: Train Poster - OSAKA/ SAPPORO/ FUKUOKA /SENDAI - 01.04.2009
Media placement: Web Site - Http://boukun.jp/boukun5/tour/index.html - 01.04.2009
Media placement: Mobile Site - Major Mobile Carriers In Japan - 01.04.2009
Media placement: SP Event - TOKYO - 22.08.2009

Describe the brief/objective of the direct campaign.
Tyrant Habanero is a Japanese snack, super hot and loved fanatically, and solely by spice addicts. Its image character is also widely well-known. So instead of aiming for new consumers, we set our goal to increase the sales of those limited but heated consumers. The target consumers are masochists! They're forever seeking for exciting agony. So in order to delight the targets' masochistic desires, we planned the most sadistic tour in the world - The Tokyo Terror Trip.

Explain why the creative execution was relevant to the product or service.

We decided to create this tour because we chose a real event rather than the virtual one like web or mobile, in order to leave a strong impression on the consumers. As a result, we established a strong relationship with each of the fans, making them like the brand even more. We stimulated the curiosity of the users by providing the invisible event as the wining prize.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By creating this real event; Tokyo Terror Trip for the fans, we provided them with an exciting and memorable experience of the Habanero brand. We maximized the bond between the consumer and the product through this sadistic tour. We created consumer touch-points in wide a variety of media (ads, product packaging, and the website,) leading them to apply for the tour. First we sent out the direct message to the winners announcing their misfortune, and then on the tour, we entertained them with horrific events. By stimulating their curiosity and raising the desire to be on this tour, we successfully increased the sales.

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.
Although the budget was very tight, the unique campaign drew a great deal of attention and gained popularity, as being able to experience the Habanero world in reality. We succeeded in establishing a completely new kind of relationship between the brand and the consumers, a deeper one like no other previous brand or product has made.