SEKAI NO KITCHEN KARA IN BOTTLE SPARKLING WATER STORY

TitleSEKAI NO KITCHEN KARA IN BOTTLE SPARKLING WATER STORY
BrandKIRIN BEVERAGE COMPANY
Product / ServiceSPARKLING WATER
CategoryA04. Other Consumer Products
EntrantAID-DCC Osaka, JAPAN
Entrant Company AID-DCC Osaka, JAPAN
Advertising Agency AID-DCC Osaka, JAPAN

Credits

Name Company Position
Yukihiro Tominaga AID/DCC Inc. Producer
Ryohei Kugo AID/DCC Inc. Creative Director
Naoko Itagaki AID/DCC Inc. Creative Director
Yuichi Takatani Katamari Inc. Designer
Masakazu Okuda Katamari Inc. Html Cording
Kenji Mori Katamari Inc. Developer
Rahmat Hidayat Katamari Inc. Developer
Takayuki Kitai Katamari Inc. Movie
Takanobu Izukawa Katamari Inc. System Engeneering
Taiki Kimura Katamari Inc. System Engeneering
Ikuo Uchida Void Productions Sound
Atsuo Tokutomi Alpha Corporation Miniature Producer
Tokoro Toshimasa Amana Inc. Movie Producer
Takamasa Yamazaki Amana Inc. Movie Producer
Yuki Imoto Amana Inc. Production Manager
Naoaki Watagawa Liberty Animation Studio/Co./Ltd Animation Producer
Ikuko Iwaki Animator
Futurek Inc.
Triplet Studio Inc.

Creative Execution

The “wisdom” of the product was embodied as a miniature that lives inside the bottle. The concept was conveyed through the use of 1/48 scale stop motion animation. The 360 degree view animation was produced inside a full-size bottle. By spinning the bottle users can find hidden gimmicks, where each part, when clicked, can reveal a more detailed animation. The mobile website offers the same user experience as the desktop version, which the users can interact more intuitively than the desktop version.

This product concept was introduced via the promotional movie on the website and was also shown in various local and international medias, which allows further interaction with the users/consumers. Also key visuals of the story and stop motion animations went viral through social media sharings, which later influenced the understanding of the brand concept and sales growth.

In product promotion the most difficult point to communicate with the users is the brand concept. Up to now, the production promotion activities were merely consists of short-term campaigns, which also has a short-term impact, in order to overcome this situation a way to increase the customer engagement needs to be acquired. The key point was to make a content that could be easily understood by the users. A branding project was planned based on the “easy-to-understand message” concept.

Links

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