Title | THE SPLASH VENDING MACHINE |
Brand | COCA-COLA JAPAN COMPANY |
Product / Service | SPRITE |
Category | A05. Live Experience |
Entrant | HAKUHODO Tokyo, JAPAN |
Entrant Company | HAKUHODO Tokyo, JAPAN |
Contributing Company | HAKUHODO Tokyo, JAPAN |
Production Company | TAIYO KIKAKU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Jin Saito | HAKUHODO Inc. | Creative Director |
Jun Hatano | HAKUHODO Inc. | Planner |
Takeshi Fukui | HAKUHODO Inc. | Planner |
Kentaro Harano | HAKUHODO Inc. | Art Director |
Soyon Kim | HAKUHODO CREATIVE VOX INC. | Copy Writer |
Misato Sakamoto | HAKUHODO Inc. | Copy Writer |
Ei Takahashi | HAKUHODO Inc. | Account Executive |
Ayuko Sekiguchi | HAKUHODO Inc. | Account Executive |
Ryuzo Mamiya | HAKUHODO Inc. | Account Executive |
Miyako Shinba | HAKUHODO Inc. | Account Executive |
We don't see much Branded Entertainment in Japan, nor do we see much advertisement that entertains people. From this Japanese cultural background, the Sprite Splash Vending Machine ad stood out and were talked and picked up in various media which led to the most loved YouTube ad in Japan.
We re-innovated the usual vending machine to a 6m tall SPLASH machine, so the act of buying the product itself will give a sudden refreshing sensation. Like any other vending machine, by pushing the button the product will fall. But what’s unique about this vending machine is that it uses that momentum to make huge splashes. We installed this vending machine all over Japan. This splash machine has tiny camera embedded to capture the moment of people who experienced the “SUDDEN REFRESHMENT” of getting a big splash on their faces and body. Soon, people spread this clip all over SNS. All of this event was been shot and edited into a TV commercial and a viral clip to let people have a simulated experience. After the movie has been launched, we scheduled to travel all over Japan with the SPLASH vending machine. This news brought joy and excitement to people which led them head towards outside to get Sprite with the unusual experience.
Japan’s summer is so hot that some even get heat stroke and faint. We expressed the brand message of Sprite with the catch copy of 'Sudden(Instant) Refreshment' that will give refreshing sensation to the people whose suffering from the heat. To spread the Sprite's concept of 'Sudden Refreshment', we came up with an idea of letting people directly experience not only the product but the message itself. Out in the boiling heat, this lifesaving SPLASH vending machine appeared in beach, outdoor festivals, muggy business district, and road-side. People craved to experience this instant magical cooling sensation.
This campaign created a massive buzz. It was chosen to be No.1 in Japan's YouTube Ads Leaderboard, and the number of total view added up to more than 5,400,000. Over 138,000 people experienced this sudden refreshment, and what’s more, the product marked double-digit growth compared to previous year. Sprite cooled the people throughout Japan who could not stand heat. By changing its way of selling, not only did it let people refresh from drinking but evolved the product to something you can refresh with all of your body and people directly enjoyed the experience.