The Brief

Kirin is a leading Japanese beverage manufacturer. Though the company is marketing a lot of drink brands, a sad fact is that the name “Kirin” is not well known among today’s youth. So the client wanted to raise awareness of the company name “Kirin” by the campaign.

Describe how the promotion developed from concept to implementation

We wanted to convey to everyone especially youth that beverage they are consuming are manufactured by Kirin. Therefore, we aimed to encourage people to have fun with Kirin beverage containers and get familiar with "Kirin". We built small race cars made of Kirin beverage containers, held races on an actual 20 meter course, and broadcasted on website. Users sign on using an SNS account and entry is complete. Race winners received an assortment of Kirin beverages.

Describe the success of the promotion with both client and consumer including some quantifiable results

Races were held everyday and broadcast live over a one-month period. On SNS, race cars with the name of the product brand on them were naturally called by that name, drawing attention to the brand. Additionally, the races were covered by a large number of media outlets, including news sites. During the races more than 100,000 people visited the site, and 11,676 Kirin beverage containers raced on the course. As a result, we were successful in naturally gaining recognition of the product lineup among users.

Explain why the method of promotion was most relevant to the product or service

To make people get familiar with Kirin, we built small race cars made of Kirin beverage containers, held races on an actual 20 meter course. Races were streamed online everyday. Users were able to participate in the races using SNS. A small monitor mounted on top of the bottle race car showed an icon of the participant, as if the participant was actually in the race.