The Campaign

Japanese people love to eat and drink in Izakaya (Japanese style bar) But recently Izakaya industry is declining, because young people and women tend to refrain from drinking alcohol and eating out. To bring a new movement to the Izakaya industry, we opened a recipe contest “finding the star of Okazu championship”. This was done to help increase the number of customers and sales. After juries had shortlisted the recipe list down to 300, they were posted to the website. Public voting was then held and the top 10 recipes were then placed in 1400 Izakayas in Japan. With the most ordered dish being rewarded with royalties of the sales.

Success of the Campaign

During the campaign 15,666 recipes were posted on our HP. Female participants were especially outstanding. Normally, there aren't many female custoemrs that visit Izakaya, however through this campaign interests of the recipes helped drive women to visit Izakaya stores. Consequently, the sales of Izakaya increased dramatically. The total amount being $6,185,169. Merit of client In this case, they increased their sale to 6,185,169 US dollars in total and obtained a new customer segment. Merit of consumer -The winner of the contest was rewarded with 10% of the royalties of sales from their recipe.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

To raise awareness about this contest. We used several media detailed below: -48 patterned posters (mainly in Tokyo station and various other stations in Japan.) -leaflets in stores were effective in attracting the customers who directly visited the Monteroza's chain of Izakaya. -Hot pepper, the popular free magazine for the food service industry featured the contest. -SNS such as Facebook and twitter were effective to spread the reach of the contest, especially on twitter were fans tweeted about the contest more than 20,000 times.