Title | FUNFAIR IN YOUR MOUTH EVENT |
Brand | EBARA FOODS INDUSTRY |
Product / Service | EBARA VEGETABLE PICKLING BASE |
Category | A05. Use of Other Digital Solutions in a Direct Campaign |
Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
Entrant Company | BEACON COMMUNICATIONS Tokyo, JAPAN |
Advertising Agency | BEACON COMMUNICATIONS Tokyo, JAPAN |
Production Company | SYNARIO Tokyo, JAPAN |
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 | Accont Planner |
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 Inc. | 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 |
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?
Japan's leading vegetable marinade manufacturer 'Ebara' wanted to engage young families, drawing attention to the fact that Ebara's sauce can make vegetables more delicious as it removes bitterness from the vegetables, while helping them engage their picky children. So they 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 vegetables, they can hear firework blasts, or Race cars zooming around. The brain perceives the conduction, transferred via the teeth and tongue, as a sound signal. Young parents' feedback was very positive to have their kids enjoying vegetables in a fun way.
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.