| Title | FUNFAIR IN YOUR MOUTH EVENT |
| Brand | EBARA FOODS INDUSTRY |
| Product / Service | EBARA VEGETABLE PICKLING BASE |
| Category | A08. Original Game or use of Gaming |
| Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Entrant Company | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Contributing Company | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Contributing Company 2 | SYNARIO Tokyo, JAPAN |
| Contributing Company 3 | PLAPLAX Tokyo, JAPAN |
| Production Company | AMANA Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kohei Kawasaki | Beacon/Leo Burnett Tokyo | Creative Director/Planner |
| Yasuaki Kakehi | Plaplax | Planner/Technical Director |
| Motoshi Chikamori | Plaplax | Planner |
| Yongbom Seo | Beacon/Leo Burnett Tokyo | Agency Producer |
| Jun Oizumi | Beacon/Leo Burnett Tokyo | Art Director |
| Tomohiko Nakano | Beacon/Leo Burnett Tokyo | Copywriter |
| Yuya Konishi | Synario | Event Producer |
| Shigeru Odashima | Synario | Event Producer |
| Yuta Sato | Amana | Film Producer |
| Shuntaro Yoshii | Amana | Film Producer |
| Junichi Yamaoka | Keio University SFC | Device Engineer |
| Tomonori Oki | Beacon/Leo Burnett Tokyo | Web Engineer |
| Kazuhiro Hamakawa | Beacon/Leo Burnett Tokyo | Web Designer |
| Choei Torii | Beacon/Leo Burnett Tokyo | Digital Strategist |
| Kangarou Suzuki | Sound Designer | |
| Motokazu Ono | Sound Designer |
Consumers spend less time watching TVCM as they tend to record TV programs, and due to the change of environment such as diversification of viewing channels centering on smartphones, the distance between consumers and advertisements is widening. Advertisers have started to shift their activities to produce and provide consumers with more attractive contents, based on the review on their previous works. However, there are a number of companies engaged in such activities, and each of them is struggling to create attractive contents. In the end, advertiser(s) providing highly popular incentives with a large budget have long been the only winner(s).
It's a universal truth that Children don't like vegetables. They would rather not put vegetables in their mouth. How can we get them to at least try vegetables? Ebara Vegetable Marinade created a magical way to solve this issue. Introducing 'FUNFAIR IN YOUR MOUTH'. We built new attractions inside theme parks across Japan. Collaborating with a professor of technology, we invented a Virtual Reality device that turned regular vegetables into action packed excitement with a new way of utilizing bone conduction technology, which turns vibrations on the bone into sound. Through the connected vibration conductor, when kids bite the vegetables, they can hear firework blasts, or Race cars zooming around. The unique technology and surprising experience had an explosive PR effect. Equivalent to 75 million yen in advertising costs. And this project boosted sales +3% over the event period.
We chose 'game', kids' favorite activity, as the main content. By creating a game that anyone can easily play just using their 'mouth,' we provided kids with surprising experience that they'd never had before.
The unique technology and surprising experience captured the hearts of adults as well as kids and had an explosive PR effects, equivalent to 75 million yen in advertising costs. The sales followed. Boosting sales an additional 3% during the event period. Connecting new behavior with unique and memorable experiences, we believe our Funfair in Your Mouth changed kids' mind about their veggies.