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SUB CATEGORY :
AMBIENT: SMALL SCALE
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COMPANY ENTERING :
DAIKO & DAIKO WEDO, TOKYO
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TITLE :
SEE YOU & THANK YOU
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BRAND :
BURGERKING JAPAN
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ADVERTISER :
BK JAPAN HOLDINGS KK
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AGENCY :
DAIKO ADVERTISING INC., TOKYO/ DAIKO WEDO CREATIVE & DEVELOPMENT INC., TOKYO/ DE.INC, TOKYO
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CREATIVE DIRECTOR :
IWATA HIDEYA
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COPYWRITER :
IKAI HITOMI
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ART DIRECTOR :
IWATA HIDEYA
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AGENCY PRODUCER :
TAKEUCHI HIDEKI
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WEB DESIGNER :
SAITO MIHARU
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ACCOUNT DIRECTOR :
TAKEUCHI HIDEKI
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ACCOUNT MANAGER :
SAKUMA SHU
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ACCOUNT EXECUTIVE :
KASAI SATOKO
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STRATEGIC PLANNING MANAGER :
HIRAYAMA JUN
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STRATEGIC PLANNER :
KURAMOCHI NAOKI
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PROMOTION AND PR PLANNER :
HAYAKAWA YUKI
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DIGITAL AND MEDIA PLANNER :
AKIYAMA DAICHI
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PR AGENCY :
ANTIL INC., TOKYO
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PR DIRECTOR :
SASAMOTO HIROKI
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PR MANAGER :
YOSHIDA YUSEI
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EXECUTIVE PR :
NISHIDA ORIE
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PR SPECIALIST :
KAWAIDA AYAKA
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PRINT PRODUCTION COMPANY :
BOTH INC, TOKYO
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DESIGNER :
HAGITA KOJI/SUGAYA NAOMI
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PRINT PRODUCER :
UEDA SHINYA
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ENGLISH CONTEXT EXPLANATION :
IN THE JAPANESE MARKET, BURGER KING IS ENORMOUSLY BEHIND MCDONALD’S IN TERMS OF NUMBER OF OUTLETS AND LEVEL OF RECOGNITION. HOWEVER, THE AKIHABARA AREA WAS A UNIQUE SITUATION IN THAT BURGER KING AND MCDONALD’S WERE LINED UP IN VERY CLOSE PROXIMITY. THIS MCDONALD’S ANNOUNCED ITS SUDDEN CLOSURE, DISPLAYING A POSTER ON ITS STOREFRONT EXPRESSING GRATITUDE TO CUSTOMERS. OUR CAMPAIGN SEIZED THIS AS THE PERFECT CHANCE TO BUILD THE BURGER KING BRAND. WITH JUST A SINGLE STOREFRONT POSTER, DISPLAYED FOR JUST ONE DAY, WITH JUST $500 PRODUCTION COST, WE SHOWED BURGER KING’S PROVOCATIVE STANCE TOWARD MCDONALD’S WITH A SINGLE ANAGRAM. WE ALSO DEVELOPED CUSTOMER EXPERIENCES AT MULTIPLE CONTACT POINTS: PHYSICAL, SOCIAL MEDIA, AND PR. THIS BOOSTED BOTH BRAND INDEX AND SALES.
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