Title | SANTEN FOLKLORE MONSTER PICTURE SCROLL |
Brand | SANTEN PHARMACEUTICAL |
Product / Service | SANTE MEDICAL SERIES(EYE DROPS) |
Category | A08. Broadcast Design and Graphics & Digital Design |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
Design/Advertising Agency: | DENTSU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Keiichi Tsukada | Dentsu Inc. | Account Manager |
Daisuke Kiniwa | Dentsu Inc. | Account Manager |
Soichi Ono | Dentsu Inc. | Strategic/Communication Planner |
Yohei Fukai | Dentsu Inc. | Strategic/Communication Planner |
Soichi Ono | Dentsu Inc. | Creative Director |
Yukiya Shimba | Tyo | Creative Director |
Tadashi Ura | Gleamix | Illustrator |
Yuko Nishimura | Tyo | Art Director |
Akiko Midorikawa | Tyo | Production Producer |
Ken Tanaka | Tyo | Production Manager |
Masashi Nakayama | Tyo | Production Manager |
Musashi Shinomoto | Shortcut | Copywriter |
Kiyoko Shinmura | Shortcut | Copywriter |
Terumi Takanashi | Uttori | Copywriter |
Ryo Tanigawa | Both | Graphic Designer |
Yuka Taniguchi | Freelance | Web Designer |
Tatsushi Momen | Koo-Ki | Movie Director |
Yasuhiro Kimura | Sonicjam | Technical Director |
Ken Inaoka | Invisible Designs Lab | Sound Designer |
Akihiro Kajita | Freelance | Photographer |
Although the awareness of eyestrain and its symptoms exist, very few consumers proactively treat them by purchasing appropriate eye drops. In addition, the product has relatively small market share compared to competitors. The objective was to increase product awareness and market share by guiding consumers to realize their own symptoms of eyestrain and suggesting its cure through the use of the product.
To communicate the quality of Santen Medical Series, one of the foremost over-the-counter eye drops in the market. To increase sales by appealing product benefits to existing demands and also to potential customers.
We targeted consumers with symptoms of eyestrain and fatigue who do not have the habit of proactively treating them by the use of eye drops. Therefore, we needed to execute an output with impact and a strong impression: The Modern Eye-Strain Folklore Monsters are coming after you! We created stories where monsters caused mischiefs on the fatigued eyes of busy office workers. Through these monsters we illustrated the various symptoms of eyestrain and the product benefits. We then implemented the campaign on touch-points that are heavily used by out target such as commuter trains, websites and smartphones.
The aggregate sales of Santen Medical Series eye drop far exceeded that of competitor products, and became the top selling product in its price range. In addition, product and general symptom awareness successfully improved, which contributed to the overall sales increase of eye drops in the same price range including that of the competitors.