FUNFAIR IN YOUR MOUTH EVENT

TitleFUNFAIR IN YOUR MOUTH EVENT
BrandEBARA FOODS INDUSTRY
Product / ServiceEBARA VEGETABLE PICKLING BASE
CategoryA08. Original Game or use of Gaming
EntrantBEACON COMMUNICATIONS Tokyo, JAPAN
Entrant Company BEACON COMMUNICATIONS Tokyo, JAPAN
Contributing Company BEACON COMMUNICATIONS Tokyo, JAPAN
Contributing Company 2 SYNARIO Tokyo, JAPAN
Contributing Company 3 PLAPLAX Tokyo, JAPAN
Production Company AMANA Tokyo, JAPAN

Credits

Name Company Position
Kohei Kawasaki Beacon/Leo Burnett Tokyo Creative Director/Planner
Yasuaki Kakehi Plaplax Planner/Technical Director
Motoshi Chikamori Plaplax Planner
Yongbom Seo Beacon/Leo Burnett Tokyo Agency Producer
Jun Oizumi Beacon/Leo Burnett Tokyo Art Director
Tomohiko Nakano Beacon/Leo Burnett Tokyo Copywriter
Yuya Konishi Synario Event Producer
Shigeru Odashima Synario Event Producer
Yuta Sato Amana Film Producer
Shuntaro Yoshii Amana Film Producer
Junichi Yamaoka Keio University SFC Device Engineer
Tomonori Oki Beacon/Leo Burnett Tokyo Web Engineer
Kazuhiro Hamakawa Beacon/Leo Burnett Tokyo Web Designer
Choei Torii Beacon/Leo Burnett Tokyo Digital Strategist
Kangarou Suzuki Sound Designer
Motokazu Ono Sound Designer

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

It's a universal truth that Children don't like vegetables. They would rather not put vegetables in their mouth. How can we get them to at least try vegetables? Ebara Vegetable Marinade created a magical way to solve this issue. Introducing 'FUNFAIR IN YOUR MOUTH'. 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 the vegetables, they can hear firework blasts, or Race cars zooming around. The unique technology and surprising experience had an explosive PR effect. Equivalent to 75 million yen in advertising costs. And this project boosted sales +3% over the event period.

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. The sales followed. Boosting sales an additional 3% during the event period. Connecting new behavior with unique and memorable experiences, we believe our Funfair in Your Mouth changed kids' mind about their veggies.