Title | SEKAI NO KITCHEN KARA IN BOTTLE SPARKLING WATER STORY |
Brand | KIRIN BEVERAGE COMPANY |
Product / Service | SPARKLING WATER |
Category | A04. Other Consumer Products |
Entrant | AID-DCC Osaka, JAPAN |
Entrant Company | AID-DCC Osaka, JAPAN |
Advertising Agency | AID-DCC Osaka, JAPAN |
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. |
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.
Website URL | Additional URL 1