Title | EAT ARTICLES |
Brand | 47CLUB |
Product / Service | LUNCH-BOX GIFT |
Category | A01. Mailings |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
DM/Advertising Agency: | DENTSU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
So Yamada | Dentsu Inc. | Creative Director |
Jumpei Iwata | Dentsu Inc. | Copywriter |
Maho Kudoh | Dentsu Inc. | Art Director |
Yoshinari Furuichi | 47club | Producer |
Hideaki Kobayashi | Taki Kobo | Designer |
Mitsutaka Fujie | Five M | Photographer |
Hidenori Arioka | Five M | Photographer |
Osamu Hashimoto | Five M | Producer |
Mika Kawasaki | Five M | Producer |
Kenichiro Kurita | 47club | Supervisor |
Yuki Noro | 47club | Supervisor |
Yusaku Moriuchi | Dentsu Inc. | Resercher |
Shinichiro Fujimoto | Dentsu Inc. | Resercher |
Kaya Nakamori | Dentsu Inc. | Resercher |
Many Japanese local newspapers were struggling financially. In an effort to turn things around, 47 local newspapers came together to use their intimate knowledge with the local communities. They co-founded an “online-shopping site” called the “47 CLUB” which specialized in “local foods and specialties”. But there was one problem; they needed a killer product that would drive customers to the site. So they asked us to help create a product that would represent the website.
* With this product, local newspapers created a business in which they have consumers “eat” their articles, not only ”read” them. * The Japanese people dislike wish lists from online-shopping sites because they think it is rude to select in advance. Our product is comfortable because the selection process is after the giving. * “Eki-ben” is a popular Japanese culture. It is a lunch box filled with local specialties only available at local train stations. Eating “Eki-ben” is one of the biggest pleasures of travelling around local cities in Japan.
In Japan, there is a tradition to send gifts for seasonal greetings . But we found that people were tired of sending classical gifts like coffee or beer. So we redesigned the whole gift-giving experience. The gift-giver just pays and submits the recipient’s address. Then the recipient will receive a “special catalogue gift box” from which he can enjoy choosing a gift for free . The package design resembles a Japanese lunch-box style called “Eki-Ben” which is filled with actual local specialties. But instead, we filled it with cards. Each card represents a gift with an article explaining each feature.
In just one month, our new product spread instantly, driving website traffic up to 131%. Sales went over 70 thousand dollars which was 5 times our goal. People were talking about it on websites and blogs, and even magazines started to cover our product. It became a hit. Not only are the people using the product for seasonal greetings, but also as small gifts for all kinds of purposes.