The Brief

In recent years, the amount of Roots’ sales was dropping. To overcome this crisis, it was necessary to motivate the blue-collar workers, who are the main canned-coffee consumers, to drink Roots.

Describe how the promotion developed from concept to implementation

In this promotion, with each purchase of Roots canned coffee, the consumer gets access to 1 MANGA story on the mobile phone. Through tie-up with popular MANGAs, consumers can choose an episode to read from 100 titles, consisting of 25,000 episodes. By having blue-collar workers to enjoy Roots and MANGAs at the same time, this campaign contributed to heal their exhaustion during their break. The aim was to significantly increase the number of campaign participants and the amount of purchases in comparison with the previous campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results

Campaign participants want to read episodes after episodes. And many blue-collar workers became addicts to the “1 Roots, 1 Episode.” campaign. As a result: 1.The number of participants became 30 times larger comparing with the previous campaign. 2.Repeat rate for this campaign was high and the number of participants continued to increase until the very last week. 3. The number of purchases increased for the first time in 4 years (50million purchases). Many participants requested the campaign to continue. It will relaunch on March, 2011.　

Explain why the method of promotion was most relevant to the product or service

Mobile phones and MANGAs are best for the blue-collar workers to spend their time on during their breaks. Even during the break in which they are just standing outside, the workers carry their mobile phones. And even during these short breaks, if it’s just one single MANGA episode, they have a plenty of time to enjoy. Moreover, the workers love to read MANGAs because they know that MANGAs heal their tiredness.