| Title | TOMODACHI |
| Brand | RAMCAR GROUP OF COMPANIES |
| Product / Service | TOKYO TOKYO |
| Category | A07. Point of Sale |
| Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Entrant Company: | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Design/Advertising Agency: | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Melvin Mangada | TBWA\Santiago Mangada Puno | Chief Creative Officer |
| Joey Tiempo | TBWA\Santiago Mangada Puno | Creative Director\copywriter |
| Cj De Silva | Tequila Manila | Art Director |
| Tof Zapanta | Tequila Manila | Art Director |
| Paolo Salcedo | TBWA\Santiago Mangada Puno | Copywriter |
| Kara Filamor | TBWA\Santiago Mangada Puno | Account Director |
To arrest its declining popularity, Tokyo Tokyo needed to convince its loyal customers to bring more of their friends to the stores.
Tokyo Tokyo is a restaurant that offers reasonably priced Japanese food to young Filipinos. Despite the value and quality of its menu options, Tokyo Tokyo's sales were steadily declining.
Filipinos love to eat with friends. The Tokyo Tokyo Tomodachi is a placemat that can be folded into a paper pal. They are made to be collected or given away as tokens of friendship and as an invitation to "Take me to Tokyo Tokyo".
The Tokyo Tokyo Tomodachis brought more friends and foot traffic to Tokyo Tokyo. And that's no mean feat for placemats that used to be thrown aside and ignored after dining.