STOP LEANING ALARM APPLICATION by Dentsu Inc. Tokyo for Guronsan

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STOP LEANING ALARM APPLICATION

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Industry Software & Multimedia Productions, SaaS, Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile
Market Japan
Agency Dentsu Inc. Tokyo
Released June 2012

Awards

Spikes Asia 2012
Mobile Mobile Applications and other Downloadable Tools Bronze

Credits & Description

Type of Entry Mobile
Category Mobile Applications and other Downloadable Tools
Title STOP LEANING ALARM APPLICATION
Advertiser/Client LION CORPORATION
Product/Service GURONSAN
Entrant Company: DENTSU Tokyo, JAPAN
Advertising Agency: DENTSU Tokyo, JAPAN
Noritaka Kobuse Dentsu Inc. Creative Director
Kentaro Mito Dentsu Inc. Plannner
Shunsuke Matsuoka D2c Inc. Producer
Tetsu Muramoto Dentsu Inc. Producer
Yasunori Shioda Aoi Advertising Promotion Inc. Producer
Hiroshi Eda Aoi Advertising Promotion Inc. Director
Kei Ohta Aoi Advertising Promotion Inc. Director
Tsuyoshi Hirooka Designer
Hideo Kobayashi Copy Writer
Jun Matarai Cameraman
Keiji Machida Ullcy Corp. Programing
Yuki Fujita Aoi Advertising Promotion Inc. Project Manager
Yasuaki Miyaguchi Aoi Advertising Promotion Inc. Project Manager
Naoyuki Yara Dentsu Inc. Account Exective
Takamori Nakakita Dentsu Inc. Account Exective
Shinya Seki Dentsu Inc. Account Exective
Hisatoshi Takahashi Dentsu Inc. Account Exective
Taiichiro Shibuya D2c Inc. Analyst
Links: http://www.aoidc-job.com/award2012/gr2012/SA/
Brief Explanation
75 percent of Japan's salaried men are so thoroughly exhausted from work that they end up dozing on the trains and leaning on neighboring passengers. For them, the train serves as their "Second Bed", while greatly causing discomfort for their fellow commuters. But Guronsan, the Japanese energy drink has come up with a unique solution that fits right in the breast pocket: the world's first "Stop Leaning Alarm Application"! Just switch on the app and slide it into your breast pocket, and it'll use your smartphone gyroscope to alert you right before you tilt over onto your neighbor's shoulder. Just when exhaustion is at its peak, the app kicks in and helps signal the need for an energy drink. By developing a service that can be used daily by commuters, Guronsan has succeeded in uncovering the perfect occasion for realizing the necessity of an energy drink. The app has already had over 200,000 downloads, that means getting enormous endorsers and singlehandedly extending Guronsan's reach to new users rapidly soaring to number one free utility app on the AppStore. It has even drawn great TV and media attention as a useful workers' tool (receiving the equivalent of $1.5 million in advertising). Sales rose by 30 percent within 3 months of launch.