Roots Promo 1 ROOTS, 1 EPISODE. by Dentsu Inc. Tokyo

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1 ROOTS, 1 EPISODE.

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Industry Non-alcoholic drinks
Media Promo & PR
Market Japan
Agency Dentsu Inc. Tokyo
Director Motohiro Shirakawa
Creative Director Yoshinobu Yokoo
Art Director Shunichi Sato
Copywriter Kohichiro Sakuragi, Takatoshi Nakao/ryo Fujii/kosuke Matsushita, Fumihiko Sasaki
Released October 2010

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: JAPAN TOBACCO
Product/Service: BEVERAGE
Agency: DENTSU
Date of First Appearance: Oct 4 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Creative Director: Yoshinobu Yokoo (Dentsu)
Planner: Tatsuya Koiso (Dentsu)
Planner: Takenori Osaka (Dentsu)
Planner: Tomohiro Kiso (Dentsu)
Planner: Ryota Hoki (Dentsu)
Copywriter: Kohichiro Sakuragi (Dentsu)
Copywriter: Ryo Fujii (Dentsu)
Copywriter: Fumihiko Sasaki (Dentsu)
Art Director: Shunichi Sato (Dentsu)
Account Exective: Yasutoshi Sumida (Dentsu)
Account Exective: Keita Yamaguchi (Dentsu)
Supervisor: Hiroshi Sekiya (Shueisya)
Supervisor: Takeharu Uchida (Dentsu)
Supervisor: Saeko Nomura (Dentsu)
Supervisor: Syunsaku Seki (Dentsu)
Director: Motohiro Shirakawa (Koo-Ki)
Film Producer: Yuya Kaneko (TYO)
Graphics Production Company: (J.C.Spark)
Interactive Agency: (Dentsu Tec)
Interactive Agency: (Impress Comic Engine)
Media placement: TV Campaign - 700GRP - Oct 2010
Media placement: Transit Ad - JR EAST - Oct 2010
Media placement: Magazine Tie-Up Ad, - SHONEN JUMP/YOUNG JUMP/BUSINESS JUMP/ULTRA JUMP - Oct 2010
Media placement: Web Banner - Syonenjump.com - Oct 2010
Media placement: Point-Of-Purchase Ad - - Oct 2010

Describe the objective of the promotion.
In recent years, the amount of Roots’ sales was dropping. To overcome this crisis, it was necessary to motivate the blue-collar workers, who are the main canned-coffee consumers, to drink Roots.

Describe how the promotion developed from concept to implementation.
In this promotion, with each purchase of Roots canned coffee, the consumer gets access to 1 MANGA story on their mobile phone. Through tie-up with popular MANGAs, consumers can choose an episode to read from 100 titles, consisting of 25,000 episodes. By having blue-collar workers to enjoy Roots and MANGAs at the same time, this campaign contributed to heal their exhaustion during their breaks.
The aim was to significantly increase the number of campaign participants and the amount of purchases in comparison with the previous campaign.

Explain why the method of promotion was most relevant to the product or service.
Mobile phones and MANGAs are best for the blue-collar workers to spend their time on during their breaks. Even during the break in which they are just standing outside, the workers carry their mobile phones. And even during these short breaks, if it’s just one single MANGA episode, they have plenty of time to enjoy it. Moreover, the workers love to read MANGAs because they know that MANGAs heal their tiredness.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Campaign participants wanted to read episode after episode. And many blue-collar workers became addicts to the “1 Roots, 1 Episode” campaign.
As a result:
1. The number of participants became 30 times larger comparing with the previous campaign.
2. Repeat rate for this campaign was high and the number of participants continued to increase until the very last week.
3. The number of purchases increased for the first time in 4 years (50million purchases).
Many participants requested the campaign to continue. It will relaunch on March, 2011.