TAKANOTSUME by Dentsu Inc. Tokyo for Suntory Museum

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TAKANOTSUME

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Designer Frogman
Producer Takaaki Ohashi, Wakana Okamura
Released September 2009

Credits & Description

Category: Best Use of Television
Advertiser: SUNTORY HOLDINGS
Product/Service: BEVERAGES
Agency: DENTSU
Date of First Appearance: Sep 18 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://takanotsume.jp/index_movie.html
Communications Planner: Frogman (DLE)
Copywriter: Frogman (DLE)
Art Director: Frogman (DLE)
Director: Frogman (DLE)
Designer: Frogman (DLE)
Senior Supervisor: Ryuta Shiki (DLE)
Producer: Takaaki Ohashi (DLE)
Producer: Wakana Okamura (DLE)
Web Director: Bunjiro Eguchi (DLE)
Production Manager: Takao Mito (DLE)
Communications Planner: Takashi Kameda (Dentsu)
Communications Planner: Yusuke Nii (Dentsu)
Communications Planner: Shinsaku Ogawa (Dentsu)
Communications Planner: Sozo Kikuchi (Dentsu)
Account Manager: Shuhei Koyama (Dentsu)
Media placement: TV Campaign - TV Asahi - 18/09/2009
Media placement: Web Campaign - Internet - 21/08/2009
Media placement: Outdoor - Tokyo - 10/10/2009

Results and Effectiveness
1. This "un-sponsored" advertising became big news among people and has been frequently discussed in various news media and blogs. 2. The popularity of each product has increased by 260% on average after the campaign. 3. The number of people who want to drink these products has also increase by 220% after the campaign. 4. At the end, Takanotsume got sponsored by Suntory!!!

Creative Execution
For the first time in more than 57 years of TV advertising history, a TV programme “not sponsored by Suntory” was broadcast, proudly announcing that the company was not sponsoring the programme. In the TV programme, anime characters, “Takanotsume - Eagle Claw” who are looking for financial support, try to get sponsored by Suntory by making and broadcasting an unofficial TV commercial. They advertised Suntory in sensational ways on their website and YouTube too. By positive use of interactive social media, Takanotsume involved a lot of people in the project, and the products were successfully promoted to the consumers.

Insights, Strategy & the Idea
Suntory's key products are four brands that have won the public's trust and remained popular for years. Our purpose was to bring people’s attention to these products which lost some of their initial sales, and to re-activate their brand images. To achieve the goals, we needed one thing, a big news item for traditional brands. We tried to surprise and attract all the people by breaking rules of traditional use of media and making advertisements no one had ever seen. What was it? Advertising without a sponsor.