|Product / Service||DOLE BANANA|
|Category||A06. Promotional Items|
|Entrant||DENTSU Y&R Tokyo, JAPAN|
|Entrant Company||DENTSU Y&R Tokyo, JAPAN|
|Advertising Agency||DENTSU Y&R Tokyo, JAPAN|
|Yuki Fuse||DENTSU Y&R Tokyo||Chief Producer/Planning Director|
|Shoichi Yamakawa||DENTSU Y&R Tokyo||Account Director|
|Naoko Gotoh||DENTSU Y&R Tokyo||Account Director|
|Ryusei Yoshimoto||DENTSU Y&R Tokyo||Account Planner|
|George So Sugitomo||DENTSU INC.||Creative Director/Planner|
|Naoki Mori||DENTSU INC.||Agency Producer|
|Naru Kudo||DENTSU TEC INC.||Agency Producer/Director|
|Nao Otani||DENTSU INC.||Copywriter|
|Mai Shibatani||DENTSU INC.||Art Director|
|Noriko Osumi||DENTSU INC.||Planner/Copywriter|
|Yoshiaki Shiota||DENTSU INC.||Producer|
|Takashi Okada||East Crew Inc.||Event Director|
|Takeshi Kobayashi/Ayaka Yamaguchi||Dentsu Event Operations Inc.||Event Director|
|Hajime Kuwashima||Iret Inc.||Technical Director|
|Eriko Shioya/Masaru Nishioka||DENTSU TEC INC.||Designer/Assistant Director|
|Jun Kawashima/Kent Mori||Puzzle Inc.||Web Director/Web Designer|
|Ryuichi Hasegawa/Takamichi Saito/Wataru Abe||Puzzle Inc.||Editor/Assistant Director/Markup Engineer|
|Kenji Muramatsu/Shoichi Suwa/Ken Nobuhara/Masashi Tomihara||TAIYO KIKAKU Co./Ltd.||Producer|
|Takeshi Izumida/Junichi Kato||TAIYO KIKAKU Co./Ltd.||Director/Cinematographer|
|Saori Kiryu/Kana Okui/Nozomi Yokoyama||Platinum Inc.||PR Planner|
|DENTSU INC.||Additional company|
|DENTSU TEC INC.||Additional company|
|Hiromi Ohtaki||Dole Japan,Inc.||Marketing Senior Manager|
Bananas are a commodity fruit in Japan. There is nothing special about it. So the challenge was to have the runners remember the brand Dole and the meaning of sponsoring TOKYO MARATHON 2014. And to create a new connection with the runners and the fruit.
Japan’s largest marathon race is TOKYO MARATHON 2014 with over 36,000 runners. Dole sponsored this race, but wanted to be remembered as not just a plain fruit. Dole’s banana is extra sweet, delicious and most importantly the best nutritious energy supply for all marathoners. Dole wanted to brand the banana, the ultimate of all bananas.
When the runner crosses the finish line, the TOKYO MARATHON official RFID on the marathoners shoe will be detected by a special “BANANA TROPHY” web system. Which automatically sends a “JUST FINISHED TOKYO MARATHON 2014!” post onto the runners’ facebook. The runners’ friends can congratulate their finish and all the feedback is collected through the web, which automatically transforms into the “BANANA TROPHY” in real-time at the finish line. The trophy had the marathoners’ name, finish time and cheers from facebook friends printed directly onto the Dole banana, by linking the web to a specially constructed printer using edible ink.
Buzz like “The banana too precious to eat!” swept the web and was shared 720,000 times. The “BANANA TROPHY” was broadcasted even on the national news. Media cost was zero, but the total coverage was worth over 1,100,000 USD. The news reached more than 28,000,000 people grasping the hearts of all runners and more. A national market survey showed that, 95.3% changed their impression of Dole to extremely good 83.5% strongly considered buying “Dole’s banana” Sales went up 115% the next month onwards, and Dole became the most unforgettable banana not only to the runners, but to the whole nation.