Title | STOP LEANING ALARM APPLICATION |
Brand | LION CORPORATION |
Product / Service | GURONSAN |
Category | A02. Mobile Applications and other Downloadable Tools |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
Advertising Agency: | DENTSU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Noritaka Kobuse | Dentsu Inc. | Creative Director |
Kentaro Mito | Dentsu Inc. | Plannner |
Shunsuke Matsuoka | D2c Inc. | Producer |
Tetsu Muramoto | Dentsu Inc. | Producer |
Yasunori Shioda | Aoi Advertising Promotion Inc. | Producer |
Hiroshi Eda | Aoi Advertising Promotion Inc. | Director |
Kei Ohta | Aoi Advertising Promotion Inc. | Director |
Tsuyoshi Hirooka | Designer | |
Hideo Kobayashi | Copy Writer | |
Jun Matarai | Cameraman | |
Keiji Machida | Ullcy Corp. | Programing |
Yuki Fujita | Aoi Advertising Promotion Inc. | Project Manager |
Yasuaki Miyaguchi | Aoi Advertising Promotion Inc. | Project Manager |
Naoyuki Yara | Dentsu Inc. | Account Exective |
Takamori Nakakita | Dentsu Inc. | Account Exective |
Shinya Seki | Dentsu Inc. | Account Exective |
Hisatoshi Takahashi | Dentsu Inc. | Account Exective |
Taiichiro Shibuya | D2c Inc. | Analyst |
<Background> 75 percent of Japan's salaried men are so thoroughly exhausted from work that they end up dozing on the trains and leaning on neighboring passengers. For them, the train serves as their "Second Bed", while greatly causing discomfort for their fellow commuters. <Solution> But Guronsan, the Japanese energy drink has come up with a unique solution that fits right in the breast pocket: the world's first "Stop Leaning Alarm Application"! Just switch on the app and slide it into your breast pocket, and it'll use your smartphone gyroscope to alert you right before you tilt over onto your neighbor's shoulder. Just when exhaustion is at its peak, the app kicks in and helps signal the need for an energy drink. <Results> By developing a service that can be used daily by commuters, Guronsan has succeeded in uncovering the perfect occasion for realizing the necessity of an energy drink. The app has already had over 200,000 downloads, that means getting enormous endorsers and singlehandedly extending Guronsan's reach to new users rapidly soaring to number one free utility app on the AppStore. It has even drawn great TV and media attention as a useful workers' tool (receiving the equivalent of $1.5 million in advertising). Sales rose by 30 percent within 3 months of launch.