SAWANOTSURU Promo JAPANESE SAKE VENDER ODEN WAGO by Ogilvy & Mather Tokyo

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JAPANESE SAKE VENDER ODEN WAGO

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Industry Alcoholic drinks & Tobacco
Media Promo & PR
Market Japan
Agency Ogilvy & Mather Tokyo
Executive Creative Director Takuya Matsuo
Art Director Kenji Moriuchi
Copywriter Hono Nakano
Producer Satoshi Kawai
Released September 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: SAWANOTSURU
Product/Service: ALCOHOL
Agency: OGILVY & MATHER JAPAN
Date of First Appearance: Sep 27 2010
Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN
Agency Account Director: Ako Ohya (Ogilvy & Mather Japan)
Executive Creative Director: Takuya Matsuo (Ogilvy & Mather Japan)
Copywriter: Hono Nakano (Ogilvy & Mather Japan)
Art Director: Kenji Moriuchi (Ogilvy & Mather Japan)
Producer: Satoshi Kawai (3P CORPORATION)
Media placement: PR - Outdoor - September 27th, 2010

Describe the objective of the promotion.
Increasing awareness of 1.5 CUP that marks its 15th anniversary of the launch this year

Describe how the promotion developed from concept to implementation.
Being considered as alcoholic drink for old men, that is not so tasty. Need to rejuvenate the brand by creating opportunities for many people to drink it.

Explain why the method of promotion was most relevant to the product or service.
As this is a product that's not easily accessible among the younger segment, we took advantage of word-of-mouth that would generate from the exceptional price.
We also increased the number o touchpoints to enable more people to enjoy casually.
Moreover, selling the product with a foodstuff product helped solve misunderstanding that the product did not taste good.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Sold 11,476 cups in 2 months.
The number of searches of related words increased by 200%! Compared to the PR cost of 2.2 million, the effect was ten times bigger at 22 million!