The Campaign

Consumers spend less time watching TVCM as they tend to record TV programs, and due to the change of environment such as diversification of viewing channels centering on smartphones, the distance between consumers and advertisements is widening. Advertisers have started to shift their activities to produce and provide consumers with more attractive contents, based on the review on their previous works. However, there are a number of companies engaged in such activities, and each of them is struggling to create attractive contents. In the end, advertiser(s) providing highly popular incentives with a large budget have long been the only winner(s).

Results

Ebara is Japan’s No.1 vegetable marinade manufacturer. They wanted to get children to ‘eat their greens’. So we created a magical way that shows just how eating vegetables can be natural and enjoyable. “FUNFAIR IN YOUR MOUTH” is an interactive attraction, which made of digital and physical interaction that you use your mouth to have a fun experience. Firstly, we made a PC interactive game by using your mouth to control, you travel through the various scenarios, like jet plane rides or rollercoasters, you chomp through virtual vegetables. This was achieved through facial recognition software that recognizes mouth movements. To further promote vegetable consumption the kids are asked to show actual vegetables, which they had to eat in front of the PC to be able to play the next level. The software recognizes the color of the vegetable. And with each bite sends off a colorful firework blast on the screen in the child's virtual world. Secondly, we built new attractions inside theme parks across Japan. Collaborating with a professor of technology, we invented a Virtual Reality device that turned regular vegetables into action packed excitement with a new way of utilizing bone conduction technology, which turns vibrations on the bone into sound. Through the connected vibration conductor, when kids bite vegetables, they can hear firework blasts, or Race cars zooming around. The brain perceives the conduction, transferred via the teeth and tongue, as a sound signal.

We chose 'game', kids' favorite activity, as the main content. By creating a game that anyone can easily play just using their 'mouth,' we provided kids with surprising experience that they'd never had before.

The unique technology and surprising experience captured the hearts of adults as well as kids and had an explosive PR effects, equivalent to 75 million yen in advertising costs. We made a positive impact on the diets of children while increasing Ebara sales by 30%. Here is what happened in the 1st month of campaign period: ･Archived 117,117 PV ･Earned over 1,000 Facebook Like ･32% increase in Ebara’s Facebook fans ･Earned over 600 Comments in Facebook and Twitter ･Over 90,000 total reach inside theme parks ･2,600 children’s participations ･Archived 12,700 vegetable marinade sampling Ebara sales increased during the campaign period by 30%. Connecting new behaviour with unique and memorable experiences, we believe our Funfair in Your Mouth changed kids’ mind about their veggies.