|Title||FUNFAIR IN YOUR MOUTH CAMPAIGN|
|Brand||EBARA FOODS INDUSTRY|
|Product / Service||EBARA VEGETABLE PICKLING BASE|
|Category||E01. 360 Brand & Identity Experience|
|Entrant||BEACON/LEO BURNETT Tokyo, JAPAN|
|Entrant Company||BEACON/LEO BURNETT Tokyo, JAPAN|
|Advertising Agency||BEACON/LEO BURNETT Tokyo, JAPAN|
|Production Company||BIRDMAN Tokyo, JAPAN|
|Kohei Kawasaki||Beacon/Leo Burnett Tokyo||Creative Director/Planner|
|Jun Oizumi||Beacon/Leo Burnett Tokyo||Art Director|
|Tomohiko Nakano||Beacon/Leo Burnett Tokyo||Copywriter|
|Yongbom Seo||Beacon/Leo Burnett Tokyo||Account Planner|
|Choei Torii||Beacon/Leo Burnett Tokyo||Digital Strategist|
|Tomonori Oki||Beacon/Leo Burnett Tokyo||Technical Director Web)|
|Nobuaki Arikata||BIRDMAN||Technical Director Web)|
|Yasuaki Kakehi||Plaplax||Technical Director Event)|
|Yuta Sato/Shuntaro Yoshii||Amana||Producer Visual)|
|Yuya Konishi||Synario||Producer Event)|
|Roy Ryo Tsukiji/Junya Hoshikawa||BIRDMAN||Art Director Web)|
|Junichi Yamaoka||Keio University SFC||Engineer Event)|
|Kazuhiro Hamakawa||Beacon/Leo Burnett Tokyo||Designer|
|Kangarou Suzuki/Motokazu Ono||Sound Designer|
|Ippei Ishihara/Sakiko Ohno||Amana||Photographer|
|Yuji Tamayama/Kenshiro Nakashima/Shin Jeongsoon/Kazumasa Tsukamoto||BIRDMAN||Flash Developer Web)|
|Kousei Motoyoshi||BIRDMAN||Programmer Web)|
|Yoshihiko Abe/Azusa Tanaka/Gabriel Shiguemoto||BIRDMAN||Designer Web)|
|Masaya Fukui/Junichi Arakawa/Yuya Murata||Amana||Cg Designer Web)|
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's sauce can make vegetables more delicious as it removes bitterness from the vegetables, while helping them in engaging their picky children. So we created a magical way to solve this issue.
Ebara is Japan’s leading vegetable marinade manufacturer. Unfortunately, they are slipping in popularity and sales. Ebara feels young kids are now tend not to eat vegetable compare to old days. So, they wanted to engage a new generation of families, drawing attention to the fact that Ebara’s sauce can make vegetables more delicious as, it removes bitterness from the vegetables. Our Strategy and goal was to talk and interact with them directly and try to solve a universal problem that Children don’t like vegetables. Creating a magical way which are using digital and physical attractions where eating vegetables became natural and fun.
Firstly, using face recognition software, we created a way to monitor the mouth’s movement to control and participate in an interactive PC game. As 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. 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 the vegetables, they can hear firework blasts, or race cars zooming around.
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. 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 And, importantly, 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.