| Title | SMALL DOG DEDICATED VENDING MACHINE |
| Brand | NUTRO JAPAN |
| Product / Service | NUTRO NATURAL CHOICE |
| Category | A03. Best Use of Outdoor |
| Entrant | I&S BBDO Tokyo, JAPAN |
| Entrant Company: | I&S BBDO Tokyo, JAPAN |
| Advertising Agency: | I&S BBDO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Masaki Honda | I&S Bbdo Inc. | Creative Director |
| Takahiro Sakai | I&S Bbdo Inc. | Planner |
| Dota Kawai | I&S Bbdo Inc. | Planner |
| Sei Sugiyama | I&S Bbdo Inc. | Planner/Art Director |
| Yosuke Yamauchi | I&S Bbdo Inc. | Strategic Planner |
| Yoko Fujii | I&S Bbdo Inc. | Account Executive |
| Yoko Takahashi | I&S Bbdo Inc. | Account Executive |
| Yasuyuki Ono | Amana Interactive | Producer |
| Takamasa Yamazaki | Amana Interactive | Manager |
| Megumi Ishiyama | Amana Interactive | Director |
| Shintaro Sugeno | Producer | |
| Peter Smyth | I&S Bbdo Inc. | Strategic Officer |
Small dog dedicated vending machine has been exposed on over 120 online news topics. Also reached out to 1.28 million twitter users. Moreover, it was featured in one of Japan’s most popular morning TV news show. Only with some installations of vending machines led us to successfully end up gaining almost US$130 million of advertising value equivalent publicity.
We created small dog dedicated vending machine and placed it on a dog path. From the slot to the button, anything and everything equipped with this vending machine is produced to be just the right size for small dogs. What is more, the smell of chicken, or dogs' favorite, comes from the button. Tempted by the smell, a small dog presses the button with his/ her nose. Nutro tumbles out of the vending machine. That is how it works.
Nutro is a dog food brand committed to use the finest ingredients only. However, they could not afford to invest in mass media advertisements because they do not have fat budget, unlike other competitive brands do. How can we attain sufficient reach from the target audience, or dog owners in an effective manner with the limited budget they have? We focused our attention on a dog path, as a contact point.