Ajinomoto Promo, Case study AJI PAD APP by Cyber Communications Tokyo, Dentsu Inc. Tokyo

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Industry Software & Multimedia Productions, SaaS, Grocery and Other foods
Media Promo & PR, Case study
Market Japan
Agency Cyber Communications Tokyo
Agency Dentsu Inc. Tokyo
Director Hayashi Yasutani
Creative Director Naoto Oiwa
Art Director Shoko Watanabe
Designer Seiji Tanaka, Soichi Takizawa
Producer Kumiko Kitamura, Koji Yamaguchi, Akiko Yoshitake, Shigeru Goto
Photographer Yasushi Takeda
Released March 2011

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: AJINOMOTO
Product/Service: FOOD PRODUCTS
Agency: DENTSU
Date of First Appearance: Mar 2 2011
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.interactive-salaryman.com/pieces/ajipad_e/
Creative Director: Naoto Oiwa (Dentsu)
Planner/Copywriter: Sohei Okano/Yumiko Ota (Dentsu)
Art Director: Shoko Watanabe (Dentsu)
Designer: Soichi Takizawa/Seiji Tanaka (AZ / Zener Works)
Photographer: Yasushi Takeda (Zener Works)
Director/Sound Designer: Daisuke Sasadaira (Zener Works)
Programmer: Yoshiyuki Yamanaka/Tetsuya Iizuka/Kuniaki Watanabe (Zener Works)
Producer: Shigeru Goto (Zener Works)
Executive Producer: Tadato Kawano (Zener Works)
Producer: Kumiko Kitamura/Koji Yamaguchi (Aoi Advertising Promotion)
Supervisor: Takuji Ujiie/Hanna Saitou (aoi digital creation)
Narrator: John Daub/Sven Van Stichel/Mayumi Asuka (WEBLISH Media / Production Tanku)
Cooking Stylist: Yuko Tanaka (Free)
Cooking Coordinator: Yoko Ishikawa
Client Supervisor: Daizaburo Koga (Ajinomoto)
Account Executive: Katsuta Tsuji/Yasuharu Sueki/Mayumi Asuka (Dentsu)
Agency Producer: Takashi Omori (Dentsu)
Director: Hayashi Yasutani (Cyber Communications)
Producer: Akiko Yoshitake (Cyber Communications)
Executive Producer: Chiaki Kobayashi (Cyber Communications)
Media placement: iPad,iPhone app - iTunes Store - 2-Mar-11
Insights, Strategy & the Idea
We used iPad as an “analogue” tool. The following is the core idea of this campaign.
In Japan, people recognise the iPad as a “high-tech” device. To senior citizens, children and people who live outside of the Tokyo metropolis, the iPad is still thought of as a “hard to approach” device. The purpose of this campaign is to broaden iPad users and explore iPad’s possibilities as everyday item.
Creative Execution
We designed our application emphasising iPad’s weight and size.
We created an interactive cooking app, turning an iPad into a virtual frying pan.
Adhering to “analogue”, we developed a frying pan grip that can be attached to iPad.
The purpose of this app is to have more users experience the realistic world that the “high-tech” device iPad can only provide in a more familiar style.
Results and Effectiveness
1) Many experts in digital markets recognised the attraction of “analogue” taste at ad:tech Tokyo 2010.
2) Aji Pad ranked 2nd in iPad app "lifestyle” category!
Aji Pad is used by all age groups.