WEARABLE TOMATO

TitleWEARABLE TOMATO
BrandKAGOME CO.
Product / ServiceTOMATOES
CategoryA05. Other Products
EntrantHAKUHODO Tokyo, JAPAN
Entrant Company HAKUHODO Tokyo, JAPAN
Advertising Agency HAKUHODO Tokyo, JAPAN
Production Company X1 INC. Tokyo, JAPAN

Credits

Name Company Position
NOBUMICHI TOSA Maywa Denki Artist
NOBUMICHI TOSA Maywa Denki Artist
YOSHIFUMI TAKEDA Hakuhodo Inc. Creative Director / Planner
YOSHIFUMI TAKEDA Hakuhodo Inc. Creative Director / Planner
GEORGE MORO Hakuhodo Inc. Planning Director
GEORGE MORO Hakuhodo Inc. Planning Director
TOSHIYUKI FUJITSUKA Hakuhodo Inc. Creative Planner
TOSHIYUKI FUJITSUKA Hakuhodo Inc. Creative Planner
YU KATO Hakuhodo Inc. Creative Planner
YU KATO Hakuhodo Inc. Creative Planner
TAKANORI OONO Hakuhodo Inc. PR Supervisor
TAKANORI OONO Hakuhodo Inc. PR Supervisor
KAI MASUMOTO Hakuhodo Inc. PR Planner
KAI MASUMOTO Hakuhodo Inc. PR Planner
SHUN OGISO Hakuhodo Inc. PR Planner
SHUN OGISO Hakuhodo Inc. PR Planner
DAIMA KAWAMURA X1 INC. Executive Producer
DAIMA KAWAMURA X1 INC. Executive Producer
MASATO SETO Padme Film Producer
MASATO SETO Padme Film Producer

Brief Explanation

Kagome is Japan’s leading producer of fresh tomatoes and manufacturer of tomato-related products. Because the nutrition in tomatoes reduces fatigue, Kagome hoped to promote tomatoes as a sports food like bananas to sports lovers. Investigating the success of bananas, we discovered that tomatoes lack mobility in that they are not easy to carry and to eat. Accordingly, we created the world’s first wearable robot that feeds tomatoes to a player during sports. We revealed this robot and a promotional movie at the reception for the Tokyo Marathon, sponsored by Kagome. At the race, a Kagome's employee ran wearing this robot and eye-catching scenes of eating tomatoes were shown all over the world as news. As a result, 93% of people who we reached with this campaign recognized tomatoes as a sports food. Sales of Kagome’s fresh tomatoes after the campaign increased by 50% when compared to last week.

The Campaign

After many years of research, Kagome discovered that the citric acid and lycopene in tomatoes reduce athletes’ fatigue and help maintain condition during sports activities. However, generally speaking, it is bananas that are popular as a sports food all over the world. At the Tokyo Marathon, which is one of the world’s top six marathons and has been sponsored by Kagome for the last two years, another sponsor of the marathon, Dole, has run a unique PR campaign promoting bananas every year. In topicality and media exposure, Kagome’s tomato PR campaign has been inferior to Dole’s banana campaign.

Creative Execution

We created the world’s first wearable robot that carries 6 tomatoes and feeds them to a player during sports. For this, we teamed up with the world-famous machine artist unit Maywa Denki and a Kagome's employee with a PhD in Agriculture. First, one month before the Tokyo Marathon, we posted that scene of the robot being developed on YouTube as a teaser. Next, we unveiled this robot and the promotional movie at the Marathon Reception held three days before the race. In addition, at the race, a Kagome’s employee ran wearing this robot and striking scenes of eating tomatoes were presented to media as news in Japan and around the world.

Output:100 million media impressions. 20 domestic TV national news stories. The campaign was introduced during a live TV broadcast of the marathon. About 1000 online articles in 62 countries around the world. It was reported by The Guardian and Independent in UK, The Wall Street Journal and NBC in the US, Le Monde in French, and other major news media in various countries. Almost all the articles introduced that nutrition in tomatoes reduces fatigue during sports. Worldwide advertising value equivalency is 17million USD. Knowledge/Consideration:Views of online related videos totaled 1.5 Million. The number of shares of related online articles on social media sites was 300,000. Among the audience aware of the campaign, 93% accepted that tomatoes have positive effects on sports performance and 83% indicated their intention to eat tomatoes while doing sports.Business impact: Sales of Kagome's fresh tomatoes after the campaign increased by 50% when compared to last week.

Investigating the success of bananas, we gained an insight that few people perceive tomatoes as a sports food. Tomatoes lack mobility; they are not easy to carry and to eat. Hence, audiences have not often seen athletes eating tomatoes while engaging in sport. Accordingly, to solve the problem of tomatoes’ lack of mobility, we took inspiration from the wearable trend as represented by the Apple Watch and made tomatoes wearable for those who plays sports, and developed an eating method too. Next, by verifying this method at a sports event attracting worldwide attention, we planned strategies highlighting eye-catching scenes of athletes eating tomatoes while engaging in sport, aiming this at media and audiences with an interest in sport.

English Translation of Main Headlines

Kagome is Japan’s leading producer of fresh tomatoes and manufacturer of tomato-related products. Because the nutrition in tomatoes reduces fatigue, Kagome hoped to promote tomatoes as a sports food like bananas to sports lovers. Investigating the success of bananas, we discovered that tomatoes lack mobility in that they are not easy to carry and to eat. Accordingly, we created the world’s first wearable robot that feeds tomatoes to a player during sports. We revealed this robot and a promotional movie at the reception for the Tokyo Marathon, sponsored by Kagome. At the race, a Kagome's employee ran wearing this robot and eye-catching scenes of eating tomatoes were shown all over the world as news. As a result, 93% of people who we reached with this campaign recognized tomatoes as a sports food. Sales of Kagome’s fresh tomatoes after the campaign increased by 50% when compared to last week.