AWARDS :

BRONZE

SUB CATEGORY :

BEST USE OF TECHNOLOGY

COMPANY ENTERING :

DENTSU YOUNG & RUBICAM INC., TOKYO

ENTRY TITLE :

WEARABLE_BANANA

BRAND :

DOLE RUNNER'S BANANA

ADVERTISER :

DOLE JAPAN, INC

AGENCY :

DENTSU Y&R, TOKYO

CREATIVE DIRECTOR :

GEORGE SO SUGITOMO

COPYWRITER :

NORIKO OSUMI

ART DIRECTOR :

MAI SHIBATANI

TECHNICAL DIRECTOR :

TAKERU KOBAYASHI

WEB DESIGNER :

NOZOMI TAGUCHI/MITSURU TAKADA/WATARU ABE

ACCOUNT DIRECTOR :

SHOICHI YAMAKAWA

ACCOUNT MANAGER :

NAOKO GOTO

STRATEGIC PLANNING DIRECTOR :

YUKI FUSE

MEDIA PLANNING DIRECTOR :

YUKI FUSE

SENIOR MARKETING MANAGER :

HIROMI OTAKI

PRODUCTION ASSISTANT 1 :

CHOI HANUL

AGENCY PRODUCER :

NARU KUDO

FILM PRODUCTION COMPANY :

TAIYO KIKAKU CO.,LTD., TOKYO

DIRECTOR :

TOMOHIRO SUZUKI/YOICHI KANAZAWA

CINEMATOGRAPHER :

JUNICHI KATO

EXECUTIVE PRODUCER :

KENJI MURAMATSU

FILM PRODUCER :

SHOICHI SUWA

MIXER :

MORITA AKIHIRO/HITOMI ABE

POST-PRODUCTION COMPANY :

PUZZLE INC., TOKYO

POST PRODUCER :

JUN KAWASHIMA

SPECIAL EFFECTS COMPANY :

BIRDMAN INC., TOKYO

DEVICE DEVELOPER :

DAICHI SHIRAI

SOUND PRODUCTION COMPANY :

DENTSU TEC INC., TOKYO

PRINT PRODUCTION COMPANY :

DENTSU INC., TOKYO

THE BRIEF :

DOLE SIGNED UP TO BECOME A SPONSOR FOR JAPAN’S LARGEST MARATHON, TOKYO MARATHON 2015, AND WANTED TO PROMOTE AND BRAND THEIR NUTRITIOUS RUNNER’S BANANA, AIMED SPECIFICALLY TOWARDS THE MARATHONERS, BUT THE BANANA MARKET IN JAPAN IS COMPETITIVE AND CROWDED. RECENTLY THE RUNNING WORLD HAS CHANGED DRAMATICALLY WITH “WEARABLE” TRACKING DEVICES. TO FINISH A FULL MARATHON, RECORDING ALL RUNNING DATA IS ESSENTIAL NOWADAYS. AND THERE WAS NEWS OF THE NEW APPLE WATCH SOON TO BE RELEASED IN EARLY 2015. SO WE COMBINED THIS INSIGHT WITH THE DOLE BANANA. WEARABLE_BANANA CREATE THE WORLDS’ FIRST EDIBLE WEARABLE! USING A REAL DOLE BANANA!

THE STRATEGY :

THE TARGET RUNNERS KNOW THE DOLE BRAND NAME, BUT NOT DOLE’S RUNNER’S BANANAS AIMED FOR MARATHONERS, HIGH IN POTASSIUM AND CITRIC ACID. THE MAIN STRATEGY WAS TO HAVE RUNNERS STRAP THE WEARABLE_BANANA AROUND THEIR WRIST AND ACTUALLY USE IT AS A MEDIA DURING THE TOKYO MARATHON 2015 RACE, TO MAXIMIZE THE NEWS TO REACH FURTHER THROUGH TV AND OTHER MEDIA CHANNELS. THE CAMPAIGN WAS RELEVANT FOR THE MARATHONERS TO BECOME AWARE OF THE DOLE BRAND THROUGH THE BUZZ CREATED AROUND WEARABLE_BANANA. AND DOLE WAS ABLE TO REACH THEIR TARGET AUDIENCE DIRECTLY, BEFORE AND ON THE MARATHON RACE DAY.

THE EXECUTION :

WE CREATED A CONCEPT FILM AND A WEBPAGE THAT INTRODUCES THE FUNCTIONS OF WEARABLE_BANANA AND THE NUTRITION INFORMATION OF DOLE RUNNER’S BANANAS. THE MEDIA TEAM STRONGLY NEGOTIATED WITH THE TOKYO CITY GOVERNMENT TO BE ABLE TO ACTUALLY USE THE WEARABLE_BANANA IN THE MARATHON COURSE. THE MARATHONER’S RACE TIME, HEART RATE AND REAL-TIME CHEERS FROM TWITTER WERE DISPLAYED ON THE BANANA PEEL. AFTER FINISHING THE WHOLE RACE, THROUGH GPS DETECTION, A MESSAGE “EAT ME!” AUTOMATICALLY APPEARED TO ENCOURAGE THE FINISHERS’ APPETITE. THE MEDIA TEAM ORGANIZED THE WORLD’S FIRST BITE RIGHT AFTER THE RACE, AND THE TV MEDIA RUSHED TO SHOOT IT.

THE RESULT :

RUNNERS ATTACHED THE WEARABLE_BANANA ON THEIR WRIST AND ACTUALLY RAN THE WHOLE MARATHON. AND OF COURSE THE MARATHONERS ATE THE WEARABLE_BANANA AFTER THEY CROSSED THE FINISH LINE, PROVIDING NOT JUST RACE DATA BUT ALSO POTASSIUM AND ENERGY! THE MEDIA WENT BANANAS! “FORGET THE APPLE WATCH!” “THE WORLD'S FIRST SMART FRUIT!” SPREAD NOT ONLY WITHIN JAPAN BUT TO 178 COUNTRIES! MEDIA IMPRESSION WAS WORTH OVER 4,400,000 USD WITH NO MEDIA COST, REACHING MORE THAN 45,000,000 PEOPLE IN JAPAN ALONE. SALES OF THE DOLE BANANA SHOT UP TO 193% MORE THAN BEFORE THE RACE, ALL OWING TO THE WEARABLE_BANANA.