Menicon Digital, Case study MAGIC by Dentsu Inc. Tokyo

MAGIC

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Industry Prescription Eyewear, Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Morihiro Harano
Art Director Yoshihiro Yagi
Copywriter Haruko Tsutsui
Designer Toshimitsu Tanaka, Ayano Higa
Producer Mitsuru Yamamori, Takuya Eguchi, Tetsuji Nose
Photographer Takaya Sakano
Released May 2011

Awards

Spikes Asia 2012
Design Corporate Identity Schemes Gold
Design Non-Food Gold

Credits & Description

Category: Titanium and Integrated
Advertiser: MENICON
Product/Service: CONTACT LENS SERIES
Agency: DENTSU
Agency: PARTY
Creative Director: Morihiro Harano (Party)
Copywriter: Haruko Tsutsui (Dentsu)
Art Director: Yoshihiro Yagi (Dentsu)
Agency Producer: Koji Wada (Dentsu)
Account Executive: Dai Sakashita (Dentsu)
Designer: Toshimitsu Tanaka (Katachi Co.)
Designer: Ayano Higa (Katachi Co.)
Photographer: Takaya Sakano (Freelance)
Producer: Tetsuji Nose (Drill)
Printing Director: Takeshi Arimoto (Style Printing)
Retoucher: Yosuke Mochizuki (Tecono)
Product Research and Development: Steve Newman (Menicon Co.)
Motion Graphics: Takuya Demura (Caviar)
Sound Design: Toru Sasaki (Handsometracks)
Producer: Mitsuru Yamamori (Geekpictures)
Interactive Director: Yusuke Kitani (Kaibutsu)
Technical Director/Flash Engineer: Qanta Shimizu (Party)
Producer: Takuya Eguchi (Ho-Sei Co.)
Cameraman: Masahiro Shoda (D-Cord Management)
Media placement: Transit ad - Omotesandou Station - October 24, 2011
Media placement: Press kit - Domestic And International Media(Mainly Magazines And TV) - July 1, 2011
Media placement: Brand bags - Menicon’s Directly-Owned Stores - October 24, 2011
Media placement: Package design - Menicon’s Directly-Owned Stores - October 24, 2011
Media placement: Concept book - Store&Press - October 24, 2011
Media placement: Newspaper insert - The Nikkei Morning Edition - November 23, 2011.
Media placement: Website - Magic Menicon Website. - November 24, 2011
Media placement: Pocket tissue - Menicon’s Directly-Owned Stores And Neighboring Vicinities - October 24, 2011
Media placement: Concept cards - Domestic And International Media(Mainly Magazines And TV) - July 1, 2011

Describe the campaign/entry
Magic is Menicon's new contact lens series, which uses new technology that enabled a super-thin 1mm container. We created total brand communication, including the product name, packaging, communication design, PR solutions and advertisement.

Describe how the campaign/entry was launched across each channel in the order of implementation
PRODUCT DESIGN/NAME: We created a monogram-style motif made from combinations of 2 simple symbols used to express the characteristic way the lenses pop up out of a flat package. We named this product, 'Magic'.

KEY VISUAL/COPY: We conveyed the concept of a 'good morning' using the insight of 'People start a day by getting their vision'. The key visual combines the image of a lens popping up with the image of a rising sun with the tagline, 'New Dawn'.

COMMUNICATION STRATEGY: With a strategy of launching disposable contact lenses as a design product, we planned and rolled out an integrated campaign of graphic ads, TV commercials, a web site, in-store promotions, and PR using the 'Good Morning' press kit.

Give some idea of how successful this campaign/entry was with both client and consumer
Starting with Monocle, the campaign was noticed by over 60 credible media, including domestic and international design publications; test marketing in the Tokyo-area was a success.

As a result, plans have been confirmed to start the sale nation-wide in spring 2012, and the product has been positioned as the client’s flagship item. In addition, plans to move forward with international sales have also been confirmed.