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  • SUB CATEGORY :
    BEST USE OF PRINT
  • COMPANY ENTERING :
    DENTSU INC., OSAKA
  • TITLE :
    ULTRA CHALLENGING ORIGAMI
  • BRAND :
    KINCHOL
  • ADVERTISER :
    DAINIHON JOCHUGIKU CO.,LTD.
  • AGENCY :
    DENTSU INC. KANSAI, OSAKA
  • CREATIVE DIRECTOR :
    MASAYUKI FURUKAWA
  • COPYWRITER :
    MASAYUKI FURUKAWA/TAKAHISA NAOKAWA/TAIZO HIROSE
  • ART DIRECTOR :
    NORIKAZU OMATSU (MONOLITH,INC.)
  • PLANNER :
    MASAYUKI FURUKAWA/TAKAHISA NAOKAWA/TAIZO HIROSE
  • FILM PRODUCTION COMPANY :
    HARU PLANNING CO.,LTD., OSAKA
  • DIRECTOR :
    TAIZO HIROSE (DENTSU)
  • CAMERAMAN :
    KEI NAKASE (FREELANCE)
  • FILM PRODUCER :
    TAIJUN TSUCHIDA
  • PRODUCTION MANAGER :
    YUKI UENISHI
  • EDITOR :
    YUICHIRO HORI
  • NARRATOR :
    REINA MIZUNO
  • ORIGAMI PRODUCTION MANAGER :
    KYOHEI KATSUTA (ORIGAMI HOUSE)
  • PRINT PRODUCTION COMPANY :
    MONOLITH,INC., OSAKA
  • DESIGNER :
    TAKASHI MIZUE/TEPPEI KANDA
  • THE BRIEF :
    WE HAD TO LET CONSUMERS KNOW THAT KINCHO IS EFFECTIVE NOT ONLY ON MOSQUITOS AND FLIES, BUT ALSO ON COCKROACHES. SO WE CREATED MYSTERIOUSLY DESIGNED NEWSPAPER AD: "ULTRA CHALLENGING ORIGAMI". THE URL ON THE AD LEADS READERS TO A VIDEO SO THAT THEY CAN FOLLOW THE INSTRUCTION HOW TO FOLD THE AD ON THE PAPER, SO THAT THE READERS COULD FINALLY GET AN ELABORATE COCKROACH. THE IMAGE OF THIS AD AND THE COCKROACH SPREAD THROUGH SNS. A LARGE NUMBER OF CONSUMERS WERE ENGAGED IN THE AD, AND FINALLY WE COULD EARN A STRONG LINKAGE BETWEEN KNCHO AND COCKROACH.
  • THE STRATEGY :
    OUR STRATEGIES TO INTRIGUE THE CONSUMERS, WHO ARE BASICALLY NOT INTERESTED IN INSECTICIDE BRANDS, WERE: 1) LAUNCHING THE AD ON SATURDAY MORNING WHEN READERS HAVE ENOUGH TIME TO SPEND, SO THAT THEY CAN BE ABSORBED IN THE BRAND EXPERIENCE. 2) PRESENTING ORIGAMI, A JAPANESE TRADITIONAL CULTURE THAT IS POPULAR AMONG ALL GENERATIONS, SO THAT WE COULD ENTERTAIN NOT ONLY THE READER HIMSELF BUT ALSO THE WHOLE FAMILY MEMBERS BY A SINGLE PIECE OF AD.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    THIS CAMPAIGN WAS LAUNCHED ON SATURDAY MORNING OF MAY, THE SEASON IN WHICH COCKROACHES MULTIPLY. TO MAKE CONSUMERS AND KINCHO CLOSER THAN EVER, WE CHOSE NEWSPAPER AD, A MEDIA YOU CAN ACTUALLY TOUCH AND FEEL. WE CREATED: 1) A MYSTERIOUS DESIGN WITH NO CLUE WHAT WOULD APPEAR WHEN FOLDED. 2) A SEDUCTIVE COPY "ULTRA CHALLENGING ORIGAMI" WHICH MAXIMIZED THE READERS' CURIOSITY. AFTER FINISHING FOLDING, THE READERS WILL END UP WITH AN ELABORATE COCKROACH AND AN IMAGE OF THE KINCHO BOTTLE LEFT IN FRONT OF THEM, WHICH WERE EXACTLY THE 2 THINGS THAT WE WANTED TO INFORM THEM.
  • THE RESULT :
    SINCE THE DAY OF LAUNCH, VISITORS TO THE KINCHO WEBSITE PER DAY DOUBLED, COMPARED TO THE PREVIOUS PERIOD. PEOPLE POSTED THE PHOTOS OF THEIR OWN COCKROACH ON THE SNS, AND THERE WERE NUMEROUS POSITIVE REACTIONS SUCH AS “AFTER AN HOUR OF EFFORT…A COCKROACH! DAMN KINCHO! LOL!”