JAVA TEA PARTY by Dentsu Inc. Tokyo for Otsuka Foods

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Industry Coffee, Tea, Breakfast Drinks, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Yuichiro Nakajima
Executive Creative Director Takeshi Mizukawa
Creative Director So George Sugitomo
Art Director Toshiaki Fukui
Released June 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: OTSUKA FOODS
Product/Service: TEA
Agency: DENTSU
Date of First Appearance: Jun 23 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL:
Chief Creative Officer: Masataka Hosogane (Dentsu)
Executive Creative Director: Takeshi Mizukawa (Dentsu)
Creative Director: So George Sugitomo (Dentsu)
Art Director: Toshiaki Fukui (Dentsu)
Agency Producer: Kazuhisa Suzuki (Dentsu)
Planner: So George Sugitomo (Dentsu)
Technical Director: Kazuhisa Suzuki (Dentsu)
Director: Yuichiro Nakajima (amanainteractive)
Programmer: Kazuyuki Koizuka
Media placement: Degital Magazine campaign - Magastore ( Magazine for iPad and iPhone ) - 25-Jun-10
Media placement: iTunes Store - iTunes Store - 25-Jun-10

Insights, Strategy & the Idea
The iPad was going to be launched in Japan on May 2010. Otsuka Foods wanted to create an ad spread for “JAVA TEA STRAIGHT”, using the iPad. We knew that fanatic Apple fans were sure to buy the new product, iPad, before anybody. They are also highly digital conscious, and communicate through social media easily. So by creating not just a simple ad for iPad, but by creating an unforgettable "experience", news would spread easily.

Creative Execution
Apple fans all own an iPhone. So we combined the iPhone and the iPad to "experience" the new Java Tea.
When flipping through a Japanese iPad magazine, an empty glass appears.
When you download “JAVA TEA PARTY” in your iPhone,
the iPhone turns into a “JAVA TEA” bottle.
By tilting the iPhone bottle the iPad glass starts filling up with the tea product.
A simple entertainment iPad owners would like to brag to others.

Results and Effectiveness
Downloaded Apps : 15,000 in 10 days
Times Played : 82,000 in 10 days
Over 10000 tweets in a week
Downloaded in over 20 countries
AppStore's rank ( Entertainment category ) : Number 1