The Brief

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 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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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.