INTERNATIONAL AIRPORT MOUTH by Beacon Communications Tokyo for Braun

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INTERNATIONAL AIRPORT MOUTH

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Industry Oral Hygiene
Media Film
Market Japan
Agency Beacon Communications Tokyo
Executive Creative Director Masahiko Yasuda, Jon King
Art Director Hisamichi Takase
Producer Takuma Kinoshita
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Ambient Media: Large Scale Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Advertiser: P&G
Product/Service: BRAUN ORAL-B
Agency: BEACON COMMUNICATIONS Tokyo, JAPAN
Advertiser P&G
Product BRAUN ORAL-B
Entrant BEACON COMMUNICATIONS Tokyo, JAPAN
Type of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Title: INTERNATIONAL AIRPORT MOUTH
Advertiser/Client: P&G
Product/Service: BRAUN ORAL-B
Entrant Company: BEACON COMMUNICATIONS Tokyo, JAPAN
DM/Advertising Agency: BEACON COMMUNICATIONS Tokyo, JAPAN
Media Agency: MEDIA CONCIERGE Tokyo, JAPAN

Creative Director/Copywriter: Keizo Mugita (Beacon Communications K.K)
Art Director: Hisamichi Takase (Beacon Communications K.K)
Agency Producer: Mamoru Tanno (Beacon Communications K.K)
Associate Creative Director/Copywriter: Minoru Hongo (Beacon Communications K.K)
Senior Art Director: Tomo Tanaka (Beacon Communications K.k.)
Executive Creative Director: Jon King (Beacon Communications K.K)
Executive Creative Director: Masahiko Yasuda (Beacon Communications K.K)
Production Director: Takumi Kubota (Beacon Communications K.K)
Director/Editor: Hiroki Yamaguchi (C3 Film)
Producer: Takuma Kinoshita (C3 Film)



Results


Online users went up during the campaign, and more importantly sales of the product rose 127% on average at electronic appliance retailers.



Creative Execution


To best showcase the Oral B key benefit of cleaning between the teeth, we were looking for the perfect combination of consumers who might be open to our message and a media space that could be unique in bringing the benefit to life.

All airport baggage belts have a very specific and unique way in which they move. We thought this movement worked perfectly to communicate the product benefit in an entertaining way to put the product at top of mind. We used QR codes and a digital sweepstakes to bring people online to learn more and get a chance of winning the product. In that process we were able to talk to them more about our product benefit which has low understanding in Japan.




Despite the excessive amount of electronics in Japan, electric toothbrushes have very little penetration. Consumers continually question what the benefit of electric is for cleaning teeth. Once they understand the conversion is often very high.

Japan has the largest domestic and international air travel consumers of any country. In doing consumer research we found that people often imagined the need for an electric toothbrush after long periods where they couldn’t brush their teeth or it was too inconvenient (such as train or air travel).