FREE MOVEMENT by ADK Asatsu-DK Tokyo for Kirin

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FREE MOVEMENT

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Industry Alcohol-free beer and Ciders
Media Promo & PR
Market Japan
Agency ADK Asatsu-DK Tokyo
Art Director Gen Ishii
Copywriter Kinya Okamoto
Producer Takanori Inagaki, Yashuhiko Sasa
Released April 2009

Credits & Description

Category: Best New Product Launch/Re-Launch at Retail
Advertiser: KIRIN BREWERY
Product/Service: ALCOHOL FREE BEER
Agency: ADK JAPAN
Date of First Appearance: Apr 7 2009 12:00AM
Entrant Company: ADK JAPAN, Tokyo, JAPAN
Communication Director: Yoshinori Kaida (ADK)
Promotion Planner: Takuji Ishida (ADK)
Public Relations Director: Hiroyuki Saito (ADK)
Marketing Planner: Mitsuru Nakahira (ADK)
Public Relations Assistant Director: Mayuka Inaba (ADK)
Art Director: Gen Ishii (Kaze To Ballad Inc.)
Copywriter: Kinya Okamoto (Okakin)
Chief Account Director: Takashi Terada (ADK)
Account Director: Masayoshi Yakabe (ADK)
Account Director: Masaaki Kobayashi (ADK)
Senior Account Executive: Yutaka Kawasaki (ADK)
Senior Account Executive: Yuki Abe (ADK)
Account Executive: Akinori Suzuki (ADK)
Account Executive: Kensuke Harada (ADK)
Producer: Yashuhiko Sasa (ADK Arts)
Producer: Takanori Inagaki (TOW CO.,LTD.)
Public Relation Director: Kenichi Nakashima (Sunny Side Up)
Media placement: Launch Event - Umihotaru PA(Highway Rest Area) - 7th, April 2009
Media placement: TV Spot - NTV,TBS,CX,EX,TX,etc - 8th, April 2009
Media placement: Newspaper - Dairy Asahi,dairy Yomiuri, Etc - 8th, April 2009
Media placement: Store Vision - SuperMarket,DiscountStore,Convenience Store - 8th, April 2009
Media placement: Store Poster - SuperMarket,DiscountStore,Convenience Store - 8th, April 2009
Media placement: WEB - Home Page - 8th, April 2009
Media placement: Billboard - Center Of Tokyo - 8th, April 2009
Media placement: Train Ad - Yamanote-Line,Chuo-Line,Keihin Tohoku-Line,etc - 6th, April 2009
Media placement: Advertrial - PARGOLF,GOLFDIGEST - 27th, April 2009

Describe the objective of the promotion.
Japanese people’s conscious against drunk-driving has expanding and the rate of car accident caused by drunk-drivers has been increasing. Meanwhile, KIRIN Brewery developed a beer-tasting drink completely non-alcoholic (0.00%) to eradicate drunk-driving. To expand awareness of an epoch-making product launch and to clarify product benefit by exposing on a lot of media is our objective for this promotion campaign.

Describe how the promotion developed from concept to implementation
We selected a driving scene, which has been perceived taboo for brewery advertising, as a symbolic icon and planned the launch event at a highway parking area to announce a new product launch impulsively. Invited many media focused on TV stations (news programs and information programs) and newspaper, and acquire greater-than-expected exposure in the news on TV that day and the next day. With the impact of this event, many newscasters tried tasting in live show in the morning, even thought it has a regulation of advertising.

Describe the success of the promotion with both client and consumer including some quantifiable results
- KIRIN FREE doubled the size of beer-taste drink market and dominated 75% of share. - The sales were nearly six-fold of the first goal set. - An authoritative Newspaper’s hit record ranking has announced KIRIN FREE in second place of the year. - The total amount of free media publicity was more than 250 million JPY. - Social significance contribution: the police, who crack down on drunk-driving and have never been involved with a company, gave out the products as a part of anti-drunk-driving campaign.

Explain why the method of promotion was most relevant to the product or service
- Picked a press conference because the feature of product “The world first 0.00% alcohol”could be a big news for both public and the product itself. - Focused on driving scene, which is far from alcohol, as a symbolic scene because it was necessary to execute an event at an unprecedented venue to appeal the world. A highway parking area, where you can go only by driving, was convincing to tell the product benefit and the needs.