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  • SUB CATEGORY :
    AMBIENT: SMALL SCALE
  • COMPANY ENTERING :
    DAIKO & DAIKO WEDO, TOKYO
  • TITLE :
    SEE YOU & THANK YOU
  • BRAND :
    BURGERKING JAPAN
  • ADVERTISER :
    BK JAPAN HOLDINGS KK
  • AGENCY :
    DAIKO ADVERTISING INC., TOKYO/
    DAIKO WEDO CREATIVE & DEVELOPMENT INC., TOKYO/
    DE.INC, TOKYO
  • CREATIVE DIRECTOR :
    IWATA HIDEYA
  • COPYWRITER :
    IKAI HITOMI
  • ART DIRECTOR :
    IWATA HIDEYA
  • AGENCY PRODUCER :
    TAKEUCHI HIDEKI
  • WEB DESIGNER :
    SAITO MIHARU
  • ACCOUNT DIRECTOR :
    TAKEUCHI HIDEKI
  • ACCOUNT MANAGER :
    SAKUMA SHU
  • ACCOUNT EXECUTIVE :
    KASAI SATOKO
  • STRATEGIC PLANNING MANAGER :
    HIRAYAMA JUN
  • STRATEGIC PLANNER :
    KURAMOCHI NAOKI
  • PROMOTION AND PR PLANNER :
    HAYAKAWA YUKI
  • DIGITAL AND MEDIA PLANNER :
    AKIYAMA DAICHI
  • PR AGENCY :
    ANTIL INC., TOKYO
  • PR DIRECTOR :
    SASAMOTO HIROKI
  • PR MANAGER :
    YOSHIDA YUSEI
  • EXECUTIVE PR :
    NISHIDA ORIE
  • PR SPECIALIST :
    KAWAIDA AYAKA
  • PRINT PRODUCTION COMPANY :
    BOTH INC, TOKYO
  • DESIGNER :
    HAGITA KOJI/SUGAYA NAOMI
  • PRINT PRODUCER :
    UEDA SHINYA
  • 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.