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  • SUB CATEGORY :
    BEST USE OF INTERNET & ONLINE ADVERTISING
  • COMPANY ENTERING :
    HAT INC., TOKYO
  • ENTRY TITLE :
    HOUSEWIFE ANNUAL INCOME SIMULATOR
  • BRAND :
    KIRIN NODOGOSHI ALLRIGHT
  • ADVERTISER :
    KIRIN BREWERY COMPANY, LIMITED
  • AGENCY :
    DENTSU INC., TOKYO
  • CREATIVE DIRECTOR :
    MASAHARU KUROSU
  • COPYWRITER :
    ERIKA ONO/SHINYA MIURA
  • ART DIRECTOR :
    MASAHARU KUROSU
  • ACCOUNT DIRECTOR :
    KAORI SUZUKI
  • STRATEGIC PLANNER :
    REI NAGANUMA
  • AGENCY PRODUCER :
    YOSHIKO SHIMOYAMA/MASAYOSHI NORO
  • FILM PRODUCTION COMPANY :
    RYDEN.INC, TOKYO
  • DIRECTOR :
    TATSUTO HYOGO
  • EXECUTIVE PRODUCER :
    YUICHIRO INOUE
  • FILM PRODUCER :
    HIDEO MATSUMOTO
  • PRODUCTION DESIGNER :
    SHINYA OKANO
  • POST-PRODUCTION COMPANY :
    HAT INC., TOKYO
  • EDITOR :
    NAOYA YAMAGUCHI
  • FLAME ARTIST :
    SHOTA YASUOKA
  • POST PRODUCER :
    HIROYUKI KATSUYA
  • THE BRIEF :
    EVERY DAY ARTICLES IN THE NEWSPAPERS TELL US ABOUT THE SOCIAL ADVANCEMENT OF WORKING WOMEN, EXTOLLING THEIR RISING POSITION IN SOCIETY. BUT IN JAPAN WE DON’T HEAR MUCH ABOUT HOUSEWIVES. COMPARED WITH THE MEN WHOSE CAREERS THEY SUPPORT BY RAISING THE CHILDREN AND CARING FOR THE HOME, THEIR STANDING IS LOW. NODOGOSHI ALL LIGHT IS A LOW-ALCOHOL BEER THAT IS EASY FOR WOMEN TO DRINK. BY HIGHLIGHTING THE VALUABLE ROLE HOUSEWIVES PLAY IN SOCIETY, THE BRAND IS AIMING TO ESTABLISH A WOMEN-FRIENDLY BRAND IMAGE, AND ENGAGING WITH HOUSEWIVES, WHO HAVE FEW OPPORTUNITIES TO KICK BACK AND ENJOY A DRINK.
  • THE STRATEGY :
    WHY ARE HOUSEWIVES SO UNDERRECOGNIZED? HOUSEWIVES MANAGE THE HOUSEHOLD BUT RECEIVE NO INCOME. THIS IS THE BIGGEST FACT WHICH GIVES THEM AN INFERIORITY COMPLEX. HOW WE ENCOURAGE THESE HOUSEWIVES? WE CHALLENGED TO EVALUATE THEIR UNDERRECOGNIZED DAILY EFFORT, HOUSEKEEPING, CHILD-REARING, HOME MANAGEMENT AND SO ON, BY CONVERTING THEIR HARDSHIP INTO SALARY LIKE IN COMPANIES. SO WE CREATED THE HOUSEWIFE ANNUAL INCOME SIMULATOR WEBSITE. THIS MAY BE THE WORLD'S FIRST GENUINE SIMULATOR FOR CALCULATING A HOUSEWIFE'S SALARY.
  • THE EXECUTION :
    HOUSEWIFE ANNUAL INCOME SIMULATOR IS A SURVEY-BASED WEB APPLICATION. USERS INPUT THEIR DAILY HOUSEWORK IN DETAIL, LIKE CLEANING TOILETS FOR 15 MINUTUES A DAY, OR WASHING CLOTHES 7 TIMES A WEEK. THEN THE SIMULATOR INSTANTLY CALCULATES THEIR ANNUAL INCOME, AND PROVIDES AN ITEMIZED INCOME STATEMENT. THEY CAN ALSO SHARE THE RESULTS ON SOCIAL MEDIAS WITH PERSONALIZED HURMOROUS BANNERS. IN ORDER TO CREATE THE SIMULATION ALGORITHM, WE FORMED A SPECIAL TEAM, INCLUDING A TAX ACCOUNTANT, A HOUSEWIFE MAGAZINE EDITOR, A RESEARCHER AND REAL HOUSEWIVES.
  • THE RESULT :
    TWO MONTHS AFTER LAUNCHING, THE CAMPAIGN WAS SHARED 16,000 TIMES ON TWITTER, AND A TOTAL OF 580,000 HOUSEWIVES PARTICIPATED. REMARKABLY, PARTICIPANTS REMAINED ON THE PAGE FOR AN AVERAGE OF 4 MINUTES. MOREOVER, PARTICIPANTS SPENT AN AVERAGE OF OVER A MINUTE ON AN ITEMIZED STATEMENT OF ANNUAL INCOME. CLEARLY THE TOPIC OF “MY ITEMIZED INCOME” WAS ONE OF GREAT INTEREST. AS A RESULT, WE’VE RECEIVED A GREATER THAN 90% RESPONSE RATE IN THE FIRST MONTH, WHICH WAS HIGHER THAN THAT OF COMPETITOR PRODUCTS. AND WHEN ASKED IF THE BRAND HAD AN IMAGE OF SUPPORTING WOMEN, 92.5% OF RESPONDENTS SAID YES.
  • URL :
    http://alllight.rydn.jp/