| Title | GINGER CLUB PROJECT |
| Brand | NAGATANIEN |
| Product / Service | GINGER CLUB PROJECT |
| Category | B01. Corporate Information |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Media Agency: | DENTSU Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Koichi Yajima/Yuko Shinkai/Daisuke Awaji | Nagatanien | Client Supervisor |
| Taro Saito | Dof | Executive Creative Director |
| Yuki Kishi | Dentsu | Creative Director |
| Hiroshi Abe | Dentsu | Copywriter |
| Yuka Sugie | Dentsu Razorfish | Art Director |
| Takashi Omori | Dentsu | Agency Producer |
| Shinichiro Taba/Mamoru Kotani/Fumie Murata | Un-t Factory | Interactive Designer |
| Naoya Inoue/Mitsuhisa Tajiri(still)//Toru Muroi/Kinya Tsukamoto/Satoshi Kitagawa | Photographer | |
| Katsumi Nagai | Animation Director | |
| Rika Yukimasa | Cooking Director | |
| Masae Miki | Dentsu Razorfish | Executive Producer |
| Michio Sahara | Dentsu Razorfish | Producer |
| Junko Chiba/Seiji Shirafuji/Takashi Nakatani/Yoshisuke Miyamoto | Dentsu Razorfish | Director |
| Yoshisuke Miyamoto | Dentsu Razorfish | Sound Designer |
| Masaru Ito/Toshio Kuroda | Programmer | |
| Kazunori Kato/Yu Tanaka/Kenji Yoshida/Sususmu Nagano/Ryohei Miyata/Katsuya Nakam | Cinq | Film Producer |
The free video recipes and all the other activities of the Ginger Club were covered by a lot of media. The total advertising conversion reached $9,340,467.00, and also the club got 2nd place on searching engine result page at the word “Ginger”. Sales of ginger used product doubled than the previous year.A very new case which used the actual activities of company as an ad campaign, was stand by many of consumers, and obtained good results.
We made a new organization in Nagatanien. Named it “The Ginger Club” and coordinated its activities to focus on Ginger. In addition to reporting the effects of ginger and their activities of cultivating gingers, we made 129 original cooking videos using ginger and provided them to consumers using the Ginger Club website and the YouTube.
In Japan, food safety issues had happened in succession. The circumstances made the food industry difficult to send messages out to the consumers.To promote ginger used products produced by Nagatanien, instead of making “an Ad” as usual, we attempted to create a new organization in the client and tried to win trust from the consumers.