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  • SUB CATEGORY :
    BEST USE OF AMBIENT: SMALL SCALE
  • COMPANY ENTERING :
    J. WALTER THOMPSON JAPAN, TOKYO
  • ENTRY TITLE :
    SOBA ALLERGY TATTOO CHECKER
  • BRAND :
    SOBA (BUCKWHEAT NOODLE) PROMOTION
  • ADVERTISER :
    DAITAN HOLDINGS CO.,LTD.(FUJI SOBA)/
    230 SOBA STREET PROMOTION COMMITTEE
  • AGENCY :
    J. WALTER THOMPSON JAPAN, TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    GO SOHARA
  • CREATIVE DIRECTOR :
    KEIZO MUGITA
  • COPYWRITER :
    KEIZO MUGITA/MIHIRO ODAKE
  • ART DIRECTOR :
    KAZUYA TANINO
  • WEB DEVELOPER :
    MASAYOSHI YAMBE
  • DESIGNER :
    KAZUYA TANINO
  • ACCOUNT DIRECTOR :
    TAKANORI MIYASAKA
  • ASSOCIATE DIRECTOR :
    YUICHIRO SAITO
  • ACCOUNT MANAGER :
    HIROMI OMATA/ITARU FUJIKAWA
  • ACCOUNT EXECUTIVE :
    JOJI HAYASHI
  • ACCOUNT SUPERVISOR :
    RIKI KAWANAMI
  • MEDICAL SUPPORT :
    MAMI NOMURA/FUMIKI YAMASHITA
  • FILM PRODUCTION COMPANY :
    C3 FILM CO., LTD., TOKYO
  • DIRECTOR :
    YOSUKE UCHIYAMA/BAO HO NGUYEN
  • FILM PRODUCER :
    TAKUMA KINOSHITA/HIROAKI YAMANASHI
  • PRODUCTION MANAGER :
    TAKESHI ARAI
  • PHOTOGRAPHER :
    YUMETO MATSUBARA/BAO HO NGUYEN
  • ILLUSTRATOR :
    TORU CHINO
  • THE BRIEF :
    SOBA (BUCKWHEAT NOODLE), A REPRESENTATIVE JAPANESE DISH, MAY CAUSE SERIOUS ALLERGIC REACTIONS LIKE PEANUTS. IN ORDER TO INFORM FOREIGN TOURISTS ABOUT THIS AND INCREASE AWARENESS OF SOBA ALLERGY, WE DEVELOPED MEDIA THAT ENABLED TO APPROACH EACH OF THEM. THIS MEDIA SERVED AS AN EASY AND QUICK ALLERGY TEST.
  • THE STRATEGY :
    INFLUENCED BY CHEAPER YEN, FOREIGN TOURISTS VISITING JAPAN IS EVER-INCREASING. APPROX. 14 MILLION FOREIGN TOURISTS CAME TO JAPAN IN 2015, WHICH WAS 50% MORE THAN THE PREVIOUS YEAR. IT CONTINUES DOUBLE-DIGIT GROWTH IN THE PAST 5 YEARS. DUE TO THE INCREASING NUMBER OF TOURISTS, MORE AND MORE FOREIGN VISITORS ARE COMING IN CONTACT WITH JAPANESE FOOD. HOWEVER, ALMOST NONE OF THEM KNOW THAT SOBA MAY CAUSE SERIOUS ALLERGIC REACTIONS. AMONG THE FOREIGN TOURISTS IN JAPAN EACH YEAR, AT LEAST 13,000 ARE ALLERGIC TO SOBA.
  • THE EXECUTION :
    WE DEVELOPED SOBA ALLERGY TATTOO CHECKER FOR A FUN AND EASY ALLERGY TEST. USING A SKIN PRICK TEST, A COMMON ALLERGY TEST METHOD, THE STICKER ACTS AS GLUE AND ALLERGEN WITH WATER CALLED SOBA-YU ON IT. WITH AN ALLERGIC REACTION, A PART OF UKIYOE-STYLE(JAPANESE WOODBLOCK PRINTS) DESIGN FLARES UP. ALLERGY TESTS ARE NOT SOMETHING THAT IS PARTICULARLY EXCITING HOWEVER, THE SOBA ALLERGY TATTOO CHECKER ADDED AN ENTERTAINMENT ELEMENT TO IT, MAKING SOBA ALLERGY TESTING A MEMORABLE AND ENJOYABLE TRAVEL EXPERIENCE.
  • THE RESULT :
    NEWS ON THIS ACTIVATION IMMEDIATELY SPREAD NATIONWIDE AND OVERSEAS, GAINING OVER 4 MILLION REACH ONLY ON SOCIAL MEDIA. MORE THAN 300 MEDIA VEHICLES FEATURED THIS TOPIC, INCLUDING ONLINE NEWS, BLOGS, NEWSPAPERS, MAGAZINES, RADIO AND TV PROGRAMS. SURPRISINGLY, IT ALSO GAINED OVER 20 MILLION MEDIA IMPRESSIONS WITHIN A MONTH. MANY DIFFERENT CATEGORIES OF MEDIA COVERED THIS ACTIVATION INCLUDING THOSE FOR TRAVELERS, FOREIGNERS LIVING IN JAPAN, FOOD, COOKING, MEDICAL, DESIGN, AND ENTERTAINMENT FOR THE YOUNG TO SCIENCE, CREATING A HUGE BUZZ ACROSS MANY PEOPLE INCLUDING FOREIGN TOURISTS.