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  • SUB CATEGORY :
    BEST USE OF MERCHANDISING & IN-STORE MARKETING
  • 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
  • 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.