Title | KENT “VOL” PROJECT |
Brand | BRITISH AMERICAN TOBACCO JAPAN |
Product / Service | KENT |
Category | A07. Point of Sale |
Entrant | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Entrant Company: | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Design/Advertising Agency: | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Patrik Pejsar | Ogilvy Action Japan K.K. | Shopper&Trade Director |
Shoji Tamura | Ogilvy Action Japan K.K. | Creative Director |
Takahisa Hashimoto | Ogilvy One Japan K.K | Art Director/Copywriter |
Hiroaki Masuda | Producer | |
Koichi Ishizu | Ogilvy&Mather Japan | Senior Account Executive |
Joe Park | Ogilvy Action Japan K.K. | Activation Executive |
Hironao Tsuboi | Hironao Tsuboi Design | Industrial Designer |
Yasuhiro Makita | BRITISH AMERICAN TOBACCO JAPAN | Duty Free, Japan Business Manager |
Takanori Kimura | Graphic Designer | |
Rikako Yamaoka | Graphic Designer | |
Ryo Inyun | Graphic Designer |
-Communicate Kent’s brand identity of “Modern, Stylish, and Innovative”. -Shake up people’s perception of GWP as “yet another standard novelty item”. -Create a novelty item appealing to Kent users: manly business person in their 30’s and 40’s. -Increase purchasing appetite by offering a truly unique innovative novelty gift (GWP).
Tobacco sales in the Japan Duty Free retail environment is extremely challenging and novelty gift promotions are often used to attract highly value-conscious consumers. This promotion tactic has become so commonplace amongst manufacturers that its impact and appeal for both consumers and retailers alike has diminished. Therefore, our challenge was to develop a cutting-edge novelty item that would maximize the sales promotion potential, retailer negotiations and effective KENT brand appeal.
Target consumers of KENT display a preference for digital/electronic gadgets. In order to shake up their perception of “yet another novelty item, and to stimulate to their intellectual curiosity, we teamed up with a product designer, Hironao Tsuboi to create a truly innovative portable speaker from scratch which manifests the brand identity of “Modern, Stylish, and Innovative”. This speaker has no buttons. Users turn on/off the speaker and adjust the volume by plugging the [VOL] and turning the knob. A truly unique portable-speaker nobody has ever experienced.
In a month from the promotion launch, we achieved a 140% increase in sales volume against same period from last year. This success is expected to translate into a 1.4% share of market increase for the KENT brand, propelling the client’s overall share of market among domestic airports to approximately 15%.