ILOHAS Promo CRUSH ECO by Hakuhodo Tokyo

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Industry Water
Media Promo & PR
Market Japan
Agency Hakuhodo Tokyo
Director Yuji Tokuda
Executive Creative Director Yasuaki Iwamoto
Creative Director Takako Sasaki
Copywriter Keiichi Sasaki
Designer Hidetaka Matsunaga
Producer Sohei Hirao, Shuzo Yamada, Tomokazu Kato
Photographer Norio Kidera, Kenji Tsuji
Account Supervisor Kenichiro Oonishi, Masataka Saito
Released May 2009

Credits & Description

Category: Best New Product Launch/Re-Launch at Retail
Product/Service: MINERAL WATER
Date of First Appearance: May 20 2009 12:00AM
Entrant Company: HAKUHODO, Tokyo, JAPAN
Chief Creative Officer: David Elsworth (Ce Japan)
Executive Creative Director: Yasuaki Iwamoto (Hakuhodo Creative Vox Inc.)
Creative Director: Takako Sasaki (Hakuhodo Inc.)
CM Planner: Hidenori Kondo (Hakuhodo Inc.)
Copywriter: Keiichi Sasaki (Hakuhodo Inc.)
Art Director: Yuji Tokuda (Canaria)
Photographer: Kenji Tsuji/Norio Kidera
Producer: Sohei Hirao (Ce Japan)
Producer: Shuzo Yamada/Tomokazu Kato (Aoi Advertising Promotion)
Director: Yuji Tokuda (Canaria)
Designer: Hidetaka Matsunaga (Ce Japan)
Sculpture Artist: Mark Jenkins
Communication Director: Nobuyuki Ishii (Frontier International Inc.)
Account Supervisor: Masataka Saito/Kenichiro Oonishi (Hakuhodo Inc.)
Advertiser’s Creative Supervisor: Ryotaro Yao (Ce Japan)
Marketing Partner: Motohiro Ando (HAKUHODO Inc.)
Marketing Partner: Eiichiro Yoshida (HAKUHODO Inc.)
Marketing Partner: Hiroyuki Uechi (HAKUHODO Inc.)
Corporate Communication Director: Keiichi Takahashi (HAKUHODO Inc.)
Corporate Communication Director: Yoshitaka Honda (HAKUHODO Inc.)
Corporate Communication Director: Emiko Mori (HAKUHODO Inc.)
Media placement: TVCM - Fuji-TV, Nippon-TV - 20 May 2009
Media placement: Movie - Tokyo International Film Festival - 17 October 2009
Media placement: Outdoor Art - Ueno zoo - 1 October 2009

Describe the objective of the promotion.
Create a new brand of mineral water, and make it No.1 in the market, FAST. But water has apparently little or no opportunity for meaningful innovation..."Water is water is water." We are a locally sourced Japanese water, and all of the limited energy in the category was owned by imported waters. (Japanese consumers love imported brands). It's a low interest category where consumers see little or no difference in the waters on offer. The codes of the category are basic with communication of provenance, natural and sources. The brief therefore called for a radical rethink and to "blow up" the stagnant market. Inject the old rules with new energy, and cause consumers to radically rethink the way they bought water. In summary, we had to change the way they shopped the category.

Describe how the promotion developed from concept to implementation
As our agency had a pivotal role in creating the "crushable" bottle, we were involved in the campaign start to finish. Our research showed that consumers connected with the water's ecological purpose. Our campaign turned the act of crushing a bottle into a metaphor for "crushing" environmental problems. This inspired an effective promotion: art created from used bottles. A famous artist teamed with art school students to reshape crushed bottles into the forms of endangered animals. Our guerilla exhibit turned up in surprising places. And we captured the story in a short film, which played at the Tokyo Film Festival.

Describe the success of the promotion with both client and consumer including some quantifiable results
Just 6 months after its launch, the new "I LOHAS" brand of water leaped ahead of all competitors to capture the No. 1 rank in sales in all challenges (supermarket, convenience stores and vending. It was the first time in history a new water brand had dislodged the traditional brands. In 6 months (183days) over 200 million bottles had been sold. The brand was covered 554 times on TV news etc and newspapers, providing the equivalent of 3.9 million dollars in media value. Japanese government is now quoting the I LOHAS brand as one of the examples of how business can help the country achieve the 25% reduction in greenhouse gas emissions needed for Japan to make good on their sustainability commitments.

Explain why the method of promotion was most relevant to the product or service
People today have a real desire to participate in ecological activities. But they feel confusion at how to proceed and reluctance to simply deprive themselves of material things. The crushable bottle, which not only uses fewer resources to produce, but also requires less energy to dispose of, was a solution people could identify with. Our idea to re-purpose crushed bottles into art perfectly fit their ideals. Through the act of crushing bottles and through the art that the crushed bottles became, people saw that eco-action shift from a duty to something fun that everyone would want to do.