ARTERIO-COMMUTE by Dentsu Kansai for AstraZeneca

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ARTERIO-COMMUTE

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Japan
Agency Dentsu Kansai
Director Tetsuya Coda
Art Director Takatoshi Nakao/ryo Fujii/kosuke Matsushita
Designer Yuji Kan
Released July 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: ASTRAZENECA/SHIONOGI
Product/Service: HIGH BLOOD CHOLESTEROL AWARENESS
Agency: DENTSU KANSAI
Date of First Appearance: Jul 21 2009 12:00AM
Entrant Company: DENTSU KANSAI, Osaka, JAPAN
Creative Director/Copywriter: Takatoshi Nakao (Dentsu Kensai)
Art Director: Ryo Fujii (Dentsu Kensai)
Account Excutive: Jun Ota (Dentsu Kensai)
Director: Tetsuya Coda (Monolith)
Designer: Yuji Kan (Monolith)
Media placement: Poster - Inside Of Train, Hanging Posters - 21 July 2009

Results and Effectiveness
During the three-week campaign, 9.5 million people took the arterio-commute each day. As a result, by using commuter trains, the main way businessmen get to and from work… …this new media style was a big hit featured in magazines, newspapers, the news and blogs; it made a huge impression on its target audience. A survey conducted after the campaign revealed that our mission was successful. 90% of businessmen who saw the ads are now aware of the dangers of hardening of the arteries and another 46% realised the need to consult their doctors.

Creative Execution
Distributed to main rails in Tokyo and Osaka for 3 weeks.

Insights, Strategy & the Idea
The cholesterol of Japan's businessmen is a serious issue. One out of every three loses his life due to the progression of arterial infarction. The purpose of this campaign was to make these persons more aware of the horrors of arteriosclerosis caused by abnormal cholesterol levels. Almost all Japanese businessmen commute by train; they account for 72% of Tokyo’s commuters. This is where commuter trains were first used as a new type of media. We utilised the length of train and recreated an artery inside a train and displayed cross sections of rapidly clogging arteries due to abnormal cholesterol levels. They carried the frightening and truthful message that the arteries of busy businessmen are becoming clogged like this even as they commute to and from work.