Title | WEARABLE TOMATO |
Brand | KAGOME CO. |
Product / Service | TOMATOES |
Category | B01. Fast Moving Consumer Goods |
Entrant | HAKUHODO Tokyo, JAPAN |
Entrant Company | HAKUHODO Tokyo, JAPAN |
Advertising Agency | HAKUHODO Tokyo, JAPAN |
PR Agency | MATERIAL Tokyo, JAPAN |
Production Company | X1 INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
NOBUMICHI TOSA | Maywa Denki | Artist |
YOSHIFUMI TAKEDA | Hakuhodo Inc. | Creative Director / Planner |
GEORGE MORO | Hakuhodo Inc. | Planning Director |
TOSHIYUKI FUJITSUKA | Hakuhodo Inc. | Creative Planner |
YU KATO | Hakuhodo Inc. | Creative Planner |
TAKANORI OONO | Hakuhodo Inc. | PR Supervisor |
KAI MASUMOTO | Hakuhodo Inc. | PR Planner |
SHUN OGISO | Hakuhodo Inc. | PR Planner |
DAIMA KAWAMURA | X1 INC. | Executive Producer |
MASATO SETO | Padme Film | Producer |
YUSUKE TAKUNO | P.I.C.S CO.,LTD | Film Director |
TAKAO YOSHIDA | P.I.C.S CO.,LTD | Film Producer |
AKIRA KUMAGAI | MOST VALUABLE PARTNER | Web Director |
NATSUKI TAKIMOTO | MATERIAL INC, | PR Planner |
YURIKA HOTTA | MATERIAL INC, | PR Planner |
KENTA YAMAGUCHI | MATERIAL INC, | PR Planner |
TAKAHIKO MISONO / HIROTO KITAI | Hakuhodo Inc. | Account Director |
SHINSUKE NISHIMURA | KAGOME CO.,LTD. | Client Director |
YOKO UKIGAYA | KAGOME CO.,LTD. | Client Supervisor |
SHIGENORI SUZUKI | KAGOME CO.,LTD. | Developer |
Kagome is Japan’s leading producer of fresh tomatoes and manufacturer of tomato-related products. After many years of research, Kagome discovered that tomatoes help people recover from their fatigue when doing sports. By re-launching tomatoes as a sports food like bananas, Kagome hoped to improve the value of tomatoes. We discovered the reason that tomatoes are not well recognized as a sports food: Tomatoes lack mobility; they are not easy to carry and to eat. Hence, people have not often seen sports players eating tomatoes during sports. To solve these problems, we identified the Tokyo Marathon, which is sponsored by Kagome, as an excellent opportunity for a PR campaign. Accordingly, we created the world’s first wearable robot that feeds tomatoes to a players during sports. We revealed this robot and a promotional movie at the reception. In addition, in the race, a Kagome’s employee ran wearing this robot and eye-catching scenes of eating tomatoes were presented to media as news. As a result, media impressions are 100 million in 62 countries. 20 features were shown on domestic national TV news. Moreover, this news was reported by the Guardian in the UK, Le Monde in France, NBC in the US and in other leading media internationally. A market survey showed that acceptance of tomatoes as a sports food had increased 93%. Sales of Kagome's fresh tomatoes increased by 50% when compared to last week.
Our goal is to spread awareness to sports lovers around the world, that tomatoes are a "sports food," which can help recovery from fatigue when doing sports. In order to do this, we have made it our objective to expose these facts to a large number of news medias, both domestically and internationally.
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 totalled 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.
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 employee with a PhD in Agriculture. One month before the Tokyo Marathon, we posted scenes of the development of this robot on YouTube as a teaser. This robot and a promotional movie were revealed at the Reception for Tokyo Marathon 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.
After many years of research, Kagome discovered that the citric acid and lycopene in tomatoes reduce sports player’ fatigue and help maintain condition during sports. 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.
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.