GUNTIE PROJECT by Dentsu Inc. Tokyo for ONDEMAND REMAKE

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GUNTIE PROJECT

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Yohta Ohsugi, Norihito Sako, Kojiro Tanoue, Masahiro Okumura
Art Director Iichiro Tanaka, Syuji Hirooka
Copywriter Yujiro Hiratsuka, Akiko Hanada
Producer Motoyuki Okada
Released November 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ONDEMAND REMAKE
Product/Service: CHILDREN'S CHARITY
Agency: DENTSU
Date of First Appearance: Nov 13 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.guntie.jp/
Creative Director: Yohta Ohsugi (Dentsu)
Creative Director: Norihito Sako (Dentsu)
Creative Director: Kojiro Tanoue (Dentsu)
Creative Director: Masahiro Okumura (Dentsu)
Art Director: Syuji Hirooka (Dentsu)
Art Director: Iichiro Tanaka (Dentsu)
Copywriter: Akiko Hanada (Dentsu)
Media Producer: Daisuke Fukuoka (Dentsu)
Media Producer: Ayato Sasahara (Dentsu)
Producer: Motoyuki Okada (Arec)
Event Director: Hiroki Maruyama (Actech)
Copywriter: Yujiro Hiratsuka (Gutson)
Web Director: Daizirou Kawashima (Watanabe Media Products)
Web Director: Hidetsugu Oota (Watanabe Media Products)
Public Relations Planner: Takaaki Ichioka (Sbc)
Public Relations Planner: Yuka Gokeniwa (Horipro)
Music Producer: Atsushi Nakaue (Dentsu Music And Entertainment)
Music Producer: Yoshinori Morikawa (Rainbow Entertainment)
Musician: Going Under Ground (Aqua Music Products)
Model: Aya Hirayama (Horipro)
Media placement: Press Release - Tokyo - 13 November 2009
Media placement: Posters - Ueda Shopping Mall - 13 November 2009
Media placement: Campaign Song Played - Ueda Shopping Mall - 13 November 2009
Media placement: Website - Internet - 13 November 2009
Media placement: The Guntie Sales Event With Japanease Famous Talent - Ondemand Remake Shop - 28 November 2009
Media placement: The Event Which Gave Out Guntie To First Graders - Ueda-Nishi Elementary School - 24 December 2009

Describe the objective of the promotion.
Changing Children's Dangerous Habit Our client “Ondemand remake” was a student-run apparel store ,in Ueda city, Nagano, which was founded through the local industry-academic-government cooperation. They aim to contribute to their local community. Winter in Nagano is extremely cold. The roads would freeze and become slippery. However, children commute to school with their hands deep in their pockets. Without any assistance from adults, it is especially dangerous for first graders. “Ondemand remake” has been struggling to come up with a solution that will put an end to this dangerous habit. Needless to say, they had a very limited budget.

Describe how the promotion developed from concept to implementation
The “GUNTIE” Project Step1. We designed dirty image work gloves into a fashionable safety symbol. And we named it “GUNTIE”. STEP2 We sold an adult-sized “GUNTIE” at $5, which was 20 times higher than the average market price and used the sales proceeds, to produce and distribute a free pair to every first grader in Ueda City. STEP3 We made this project into a “social campaign for children’s safety” and announced news that created buzz. In addition, we explained the importance of this social campaign and the mayor of the city and well-known popular celebrities participated for free.

Describe the success of the promotion with both client and consumer including some quantifiable results
The social campaign was covered by many media outlets, including YAHOO! Top News (a 30-minute TV show) and was ranked No.1 in Google searched word ranking. As a result, the advertising effect was estimated to be over 3.5 million US Dollars only for a month. In the end, we succeeded to hand out child-sized “GUNTIE” to every first grader in Ueda city on Christmas Day. By wearing their “GUNTIE”, children took their hands out of their pockets because they wanted to show their fashionable “GUNTIE” to others. They were able to spend their winter holiday cheerfully and safely.

Explain why the method of promotion was most relevant to the product or service
STEP1: Why we designed the GUNTE “GUNTE”, is a cheap, but gentle and sturdy glove. However, they have a dirty image since they are mainly used by physical labors. So our challenge was to renewal this image. STEP2: Why $5 This project had very limited budget. To produce and distribute a free pair to every first graders, firstly we needed to produce money. STEP3: Why “social campaign” We needed to highlight this project to as many people as possible with a very limited budget.