Title | LIBERATION WRAPPER |
Brand | FRESHNESS BURGER |
Product / Service | CLASSIC BURGER |
Category | B03. Consumer Services |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Atsushi Ochida | Dentsu Inc. | Account Exective |
Masafumi Kodama | Dentsu Inc. | Account Exective |
Takeshi Miyakawa | Dentsu Inc. | Account Exective |
Tomonori Nakano | Dentsu East Japan Inc. | Account Exective |
Hiromi Nakajima | Hat Inc. | Editor |
Takahiro Taga | Hat Inc. | Production Producer |
Toru Sugawara | Hat Inc. | Production Producer |
Daisuke Hagiwara | Dentsu Creative Force Inc. | Producer |
Ryo Takeuchi | T2 Photo Studio | Photographer |
Yuya Mori | Taki Corporation | Designer |
Junko Igarashi | Taki Corporation | Designer |
Masayuki Ikeda | Taki Corporation | Designer |
Tomoko Ishibashi | Dentsu Inc. | Copy Writer |
Masashi Omae | Dentsu Inc. | Copy Writer |
Akira Shikiya | Dentsu Inc. | Art Director |
Toshihiko Yabe | Dentsu Inc. | Creative Director |
Objective was to increase sales of “Classic Burger” – the largest sized product - , to female customers, to whom the product was less popular. INSIGHT : In Japan, to open mouth big is regarded as a bad manner, especially for young female. This was the insight that kept female customers away from enjoying the big Burger. STRATEGY: To lower the hesitation of female customers to eat a big hamburger, by taking away the worry of being seen as a bad mannered person.
The wrapper cleverly touched the female insight, and was instantly recognizable / talk-able / shareable, which was essential feature for quick service restaurant category. This unleashed their long kept desire to enjoy the burger care-free. Also, gaining support of female customer to the product was important, as the Freshness Burger chain brand claims itself as a chain supporting natural lifestyle, well received by female, whose loyalty towards the chain was strengthened by the initiative.
SOLUTION : Creating the hamburger wrapper that covers peoples mouth with NATURAL look, while opening a big mouth to eat the big burger. We re-designed ordinary hamburger wrapper, as a tool to cover customer’s mouth. So that female customers can enjoy the mouthful of big burger, care-free of being seen by those who are around. We gave a little idea of solution that we call the "Design" to the wrappers. That is "Liberation Wrapper". ・That means when women order the CLASSIC BURGERs, Liberation Wrappers come with the burgers automatically even and they don't intend to. ・The wrappers is used for at the moment when people have a bite of burgers, thus directly and successfully connected people with "Having a big mouth bite". - Instantly, people reacted to it and had experience of it. These 3 points were also an effective factor for leading the campaign through nationwide.
With very small budget of printing new design to existing hamburger wrapper, We could lower the hesitation of female customers. The wrapper grabbed female customer’s hearts, liberated them from worries. Some claimed “Having a burger on the first date was impossible, but this one helped me.” Sales of the product to female customer were up to 213% compared to the previous month. The idea was featured in national TV network as well as in happy voices of customers over their FACEBOOK, twitter and other social network media.