Eishin Foods Promo, Case study PORXER by Hakuhodo Tokyo, Ozma

PORXER

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Industry Grocery and Other foods
Media Promo & PR, Case study
Market Japan
Agency Hakuhodo Tokyo
Director Waki Rokutan
Art Director Ami Nakaya
Producer Hiroki Takeshita, Kenichirou Wada
Agency Ozma
Released December 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: EISHIN FOODS
Product/Service: NADESHIKO PORK
Agency: HAKUHODO
Agency: OZMA
Creative Director/Planner: Shota Hatanaka (Hakuhodo)
Art Director: Ami Nakaya (Hakuhodo)
Producer: Hiroki Takeshita (Tow)
Producer: Kenichirou Wada (Tow)
Director: Waki Rokutan
Director of Production: Takahiro Kojima (Hakuhodo Products)
Web Producer: Keita Watanabe (Tow)
Web Producer: Kakeru Ootsuka (Valid Skip)
Public Relations Planner: Tatsuya Yoshio (Ozma)
Script Advisor: Kakimotoryu
Stylist: Junya Ikeguchi
Photographer/2nd Camera Operator: Kohei Suzuki (Hakuhodo Products)
Gaffer: Hiroyasu Sakaguchi (Luce)
Narrator: Highland Onoue Ringdahl
Media placement: Facebook - Facebook - 30 September 2011
Media placement: Google+ - Google+ - 30 September 2011
Media placement: PR Release - Lots Of Media - 7 October 2011
Media placement: Website - Corporate Website - 7 October 2011
Media placement: Youtube - Youtube - 7 October 2011
Media placement: Event - Tokyo, Shinjyuku - 20 December 2011
Media placement: Twitter - Twitter - 20 December 2011
Media placement: Ustrem - Ustream - 20 December 2011
Media placement: Radio PR - FM NACK5 - 20 December 2011

Summary of the Campaign
Nadeshiko Pork is a small Japanese brand of pork. The manufacturer, Eishin Foods, believes their pork is best, but with no recognition the markets are being flooded with other brands. So, with only a limited budget, we needed to develop an unprecedented PR campaign to make Nadeshiko Pork a famous brand of meat.

To make Nadeshiko Pork a famous brand we challenged the king of meat, beef! This is because beef is very popular in Japan, and preferred over any of the other meats. So we chose 2 professional boxers with the same strength and body-weight. After 3 months of both boxers only eating pork or beef dishes, they were put into the ring where the dispute, 'Porxer - The Fight for The King of Meat” was launched.

Rules:
1.For 3 months both boxers are to only eat either pork or beef dishes that are delivered to them;
2. Both receive their own nutritional advisor and physical trainer who manage their diet and training;
3. After 3 months the match will be settled in the ring.

Representing pork is, Porxer: Representing beef is, Beefer. This was a challenging project. A small brand of pork faced its biggest rival, beef. As a result, the PR campaign generated over US$3m worth of free publicity with 0 media costs. The sales of pork increased 250% compared to the previous half. Additionally, the number of retailers expanded 4 times. Porxer became a living advertisement for the product.

The Situation
Nadeshiko Pork is a small Japanese brand of pork. The manufacturer, Eishin Foods, believes their pork is best, but with no recognition the markets are being flooded with other brands. So we needed to develop an unprecedented PR campaign to make Nadeshiko Pork a famous brand of meat.

The Goal
Our goal was to make Nadeshiko Pork a famous brand of meat through an unprecedented PR campaign with only a limited budget.

The Strategy
To make Nadeshiko Pork a famous brand, we decided to challenge the king of meat: beef! This is because beef is very popular in Japan and preferred over any of the other meats. Through this challenge, we as a small brand of pork believe that we can achieve big PR results through this rivalry.

Execution
We chose 2 professional boxers with the same strength and body-weight. After 3 months of both boxers only eating pork or beef dishes they were put into the ring where the dispute was launched: 'Porxer - The Fight for The King of Meat'. First, both boxer's meals were made to contain either pork or beef dishes, which were delivered to their house on a daily basis. Both also receive a physical trainer and undergo their training. Each of the boxer’s lives were captured for 3 months and uploaded as project-movies onto the website. Also the training and meals were revealed on a daily basis in real-time via social media. After 3 months, the match, where the small brand of pork challenges the king of meat, beef, takes place in the ring.

Documented Results
The PR campaign received wide coverage across an array of media, resulting in boosting the recognition and sales of Nadeshiko Pork.

Detailed specifics:
- Over US$3m worth of free publicity with 0 media costs;
- 420% increase in brand awareness;
- Number 1 in meat sales in some of Japan’s biggest online shops;
- 250% increase in sales compared to the previous half;
- The number of retailers expanded 4 times.

Porxer became a living advertisement for the product.