SUB CATEGORY :

BEST USE OF EXPERIENTIAL

COMPANY ENTERING :

BEACON COMMUNICATIONS K.K., TOKYO

ENTRY TITLE :

DELICIOUS SUPPLEMENT

BRAND :

DELICIOUS SUPPLEMENT

ADVERTISER :

EAST JAPAN RAILWAY COMPANY

AGENCY :

BEACON/LEO BURNETT TOKYO, TOKYO

EXECUTIVE CREATIVE DIRECTOR :

JON KING

CREATIVE DIRECTOR :

SHUNSUKE KAKINAMI

COPYWRITER :

MAI KANEDA

ART DIRECTOR :

JUN OIZUMI

TECHNICAL DIRECTOR :

TOMONORI OKI

DESIGN DIRECTOR :

MASAOMI MINEGISHI

DESIGNER :

AKIHIRO KUWAHARA/YUKO TAKAMICHI/HISAKO KONAGAYA

EXPERIENCE DESIGNER :

MAI KANEDA

ACCOUNT MANAGER :

MAI KANEDA

AGENCY PRODUCER :

MIHOKO SUZUKI (PACKAGE)/SENTARO YOSHINO (PR)/
KONOSUKE TAKAHASHI (DIGITAL)

FILM PRODUCTION COMPANY :

AMANA INC., TOKYO

DIRECTOR :

RYOSUKE UCHIJIMA (ZONA)

D.O.P/CINEMATOGRAPHER :

TAKEHIRO KANO (ZONA)/TAKAHIRO MOROOKA

FILM PRODUCER :

SHUNSUKE DOI

STILL PRODUCER :

HISASHI KITAHARA

PRODUCTION MANAGER :

TAEWAN KIM

PHOTOGRAPHER :

SAKIKO OHNO

RETOUCHER :

TERUUMI KURODA

EDITOR :

KENICHI HIRAI

COLORIST :

HARUKA OKUTSU (IMURA OFFICE)

PRINT PRODUCTION COMPANY :

SUZUKI SHOFUDO, KYOTO

PRINT PRODUCER :

EIJI TACHI

CAMPAIGN SUMMARY :

THE MODERN-DAY FAST-PACED LIFESTYLE IS FORCING PEOPLE INTO BAD DIET HABITS. LESS ATTENTION IS PAID TO WHAT THEY ARE EATING AND NUTRITION INTAKE. AND THEY TAKE SUPPLEMENT PILLS TO COMPENSATE FOR THE LACK OF NUTRITION. JAPAN RAILWAYS WANTED TO FIND A NEW WAY TO MAKE THEIR DIET HABIT BETTER WHILE UPLIFTING THE TRAFFICS & SALES OF FOOD STORES AT THEIR TRAIN STATION BUILDINGS. INTRODUCING A PERSONALIZED LUNCH CAPSULE 'PRESCRIPTION' TO SAVE MODERN NUTRIENT SHORTAGE, IN ITS UNIQUE WAY TO COMBINE NUTRITION AND DELICIOUSNESS FOR YOUR OWN OUT OF 2.2 MILLION COMBINATIONS. IT DIAGNOSES WHAT NUTRITION YOU NEED THROUGH CHATS WITH ITS ORIGINAL AI. THEN, IT PRESCRIBES YOU A LUNCH CAPSULE FOR YOU TO COMBINE YOUR FAVORITE DELIS WITH YOUR NEEDED NUTRITION. ALL DEVELOPMENTS WERE MANAGED BY THE PROFESSIONAL NUTRITIONIST. THIS NEW SERVICE WAS COVERED BY PLENTY OF MEDIA, AND IS NOW BEING ROLLED OUT NATIONALLY.

THE BRIEF :

THE MODERN-DAY FAST-PACED LIFESTYLE IS FORCING PEOPLE INTO BAD DIET HABITS. LESS ATTENTION IS PAID TO WHAT THEY ARE EATING AND NUTRITION INTAKE. AND THEY TAKE SUPPLEMENT PILLS TO COMPENSATE FOR THE LACK OF NUTRITION. JAPAN RAILWAYS, WHICH RUNS FOOD STORES AT STATION BUILDINGS NATIONWIDE, WANTED TO FIND A NEW WAY TO MAKE THEIR DIET HABITS BETTER WHILE UPLIFTING THE TRAFFICS & SALES OF STORES AT THE SAME TIME.

THE STRATEGY :

TO SAVE MODERN NUTRIENT SHORTAGE IN A UNIQUE WAY OF COMBINING NUTRITION AND DELICIOUSNESS. WE INTRODUCED DELICIOUS SUPPLEMENT, A PERSONALIZED LUNCH CAPSULE 'PRESCRIPTION’ OUT OF OVER 2.2 MILLION COMBINATIONS. AS A WIN-WIN SERVICE TO IMPROVE COMMUTERS' DIET HABITS AND TO INCREASE THE SALES AND TRAFFICS TO FOOD STORES AT STATION BUILDINGS.

THE EXECUTION :

FIRST, DELICIOUS SUPPLEMENT DIAGNOSES WHAT NUTRITION YOU NEED NOW THROUGH CHATS WITH ITS ORIGINAL AI. THEN IT PRESCRIBES YOU A LUNCH CAPSULE FOR YOU TO COMBINE YOUR FAVORITE DELIS WITH YOUR NEEDED NUTRITION. THE ORIGINAL AI AND ALL DELIS ARE MANAGED BY THE PROFESSIONAL NUTRITIONIST. THE SERVICE LAUNCHED AT ONE FOOD COURT OF THE STATION BUILDING NEAR TOKYO LAST SUMMER. AND NOW SOME FOOD STORES AT STATION BUILDINGS ARE PREPARING TO ADOPT THE SERVICE.

THE RESULT :

IMPRESSIONS AMOUNTED TO OVER105,282,090 IN LESS THAN TWO WEEKS. THE SALES ACHIEVED 122.5% VS YEAR AGO. PLENTY OF MEDIA INCLUDING JAPANESE MOST PRESTIGIOUS BUSINESS TV PROGRAM COVERED THIS SERVICE AS THE DIET INNOVATION. AND THE SERVICE IS NOW BEING ROLLED OUT NATIONALLY.