PROOF OF LOVE by Beacon Communications Tokyo for Merial

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PROOF OF LOVE

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Industry Public awareness
Media Promo & PR
Market Japan
Agency Beacon Communications Tokyo
Creative Director Tomokatsu Takayama
Art Director Ai Yamaguchi
Account Supervisor Hideyuki Soraoka
Released March 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: MERIAL JAPAN
Product/Service: FRONTLINE PLUS
Agency: BEACON COMMUNICATIONS
Date of First Appearance: Mar 1 2011
Entrant Company: BEACON COMMUNICATIONS, Tokyo, JAPAN
Entry URL: http://www.frontlineplus.jp
Creative Director: Tomokatsu Takayama (beacon communications)
Senior Art Director: Naoki Nishimura (beacon communications)
Senior Copywriter: Taketo Igarashi (beacon communications)
Art Director: Ai Yamaguchi (beacon communications)
Account Director: Mikiko Tamura (beacon communications)
Account Supervisor: Hideyuki Soraoka (beacon communications)
Account Executive: Michihiko Oda (beacon communications)
Executive Planning Director: Antony Cundy (beacon communications)
Planning Director: Jumpei Takatsuki (beacon communications)
Digital Director: Shinya Osumi (beacon communications)
Producer, Digital: Kotaro Hamada (beacon communications)
Chief Producer: Toshiji Kimura (beacon communications)
Media placement: TV Campaign - 2 Spots - Japan National - 21 March 2011
Media placement: Project Website - Online - March 2011
Media placement: Heart Charm - Japan National - March 2011
Media placement: Poster - Japan National - March 2011
Media placement: Magazine - Japan National - March 2011
Media placement: Leaflets - Japan National - March 2011
Media placement: MR Support Booklet - Japan National - March 2011
Media placement: Proofcard and Stamp - Japan National - March 2011
Media placement: Dispenser - Japan National - March 2011
Media placement: Frontline News Handout - Japan National - March 2011

Describe the objective of the promotion.
Merial’s Frontline Plus, is Japan’s leading medication against fleas and ticks for dogs and cats. In recent years many inferior generic products have come into the market and it’s become a challenge to justify its premium price.

We needed to move Frontline Plus beyond merely a prevention product to become an emotional necessity by leveraging a core driver of the Japanese culture, that of demonstrating respect and love for those around you.

Describe how the promotion developed from concept to implementation.
The idea we created was a simple device called the Heart Charm, a proof of love and respect towards pets, available only from purchasing Frontline Plus.

We launched the idea with an emotional TVC introducing the Heart Charm. Our educational print and POS materials were targeted at both consumers and veterinarians. Online we built a community for pet owners to showcase their own proof of love.

The campaign also has a Corporate Responsibility platform, a percentage of all sales go to the ‘Save Pet Project’, providing shelter for dogs and cats without owners.

Explain why the method of promotion was most relevant to the product or service.
By making our communication tool a collar charm we managed to utilize a brand new media. Dogs literally became our moving billboards and promoted the product at parks and dog runs, sparking conversation and awareness. Similarly, the charm became a key tool for veterinarians as a means for them to discuss the importance of preventative medicine. Importantly, it also became a recognizable symbol of love and respect for your pet, other pets and their owners.

Describe the success of the promotion with both client and consumer including some quantifiable results.
After launching our campaign in Q1 2011, sales increased 150% CPY. However, the events of 3/11 took our promotion to another dimension and our charm became not only a recognized proof of love from owner to pet, but a symbol of hope and common purpose for pet owners throughout the country.