Title | THE BOTTLE PUT-ON |
Brand | SUNTORY BUSINESS EXPERT |
Product / Service | CORPORATE SOCIAL RESPONSIBILITY |
Category | A01. Use of Promotional Events & Stunts |
Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Entrant Company | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Production Company | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yasuyuki Kawano | Dentsu inc. | Creative Director |
Yusuke Sato | Dentsu inc. | Creative Director/Planner/Copywriter |
Hideo Kato | SUNTORY BUSINESS EXPERT LIMITED | Creative Director |
Kiyoshi Omori | SUN-AD Company Limited | Creative Director |
Maiha Sato | Dentsu inc. | Planner/Copywriter |
Yusuke Imai | Dentsu inc. | Planner/Art Director |
Shizuka Masuno | SUNTORY BUSINESS EXPERT LIMITED | Creative Producer |
Ayaka Taniguchi | SUNTORY BUSINESS EXPERT LIMITED | Creative Producer |
Koichiro Abe | Dentsu inc. | Account Executive |
Daiji Yoshida | Tohokushinsha Film Corporation | Producer |
Shota Sawabe | Tohokushinsha Film Corporation | Producer |
Ryohei Kaneko | Tohokushinsha Film Corporation | Production Maneger |
Ryohei Kawakita | Tohokushinsha Film Corporation | Director |
Daisuke Takahashi | Freelance | Photographer |
Tomokazu Yamauchi | Nicehomerun | Casting |
Koji Kasai | Freelance | Hair & Make |
Tatsuya Kawamura | Techno Academia | Editor |
Hiroyuki Maki | Tohokushinsha Film Corporation | Production Maneger Asis |
Yuka Saiki | Freelance | Production Maneger Asis |
Shogo Makita | Omnibus Japan | Mixer |
This is the simplest promotion in Japan for the lightest plastic bottle in Japan. The plan is simple. All it takes is sticking empty plastic bottles to the backs of people in town. That’s it. We had many people experience the plastic bottle so light that they won’t notice it being stuck to them. The eco-friendly corporate image was increased without the use of mass media.
Japanese beverage company Suntory has developed the lightest plastic bottle in Japan. This eco-friendly bottle conserves resources as much as possible. However, at a recognition rate of 10%, the plastic bottles were barely known domestically. Suntory needed a way to convey this fact to the world while increasing awareness of the ecological nature of the plastic bottles and the eco-friendly corporate image.
・ Through this campaign, Suntory’s eco-friendly corporate image increased 120%. ・ 50% of those who learned of this campaign through events and SNS responded that they would like to see the product in person. 1 in every 2 people had an increased intention of purchasing Suntory products. ・ The campaign became viral within younger individuals through pictured shared on SNS by bystanders. ・ The awareness of younger individuals was transformed to include “eco-friendliness” as an important factor, whereas before, they were prone to only consider beverage “taste.”
Considering that the campaign was for “an environmentally friendly plastic bottle,” the advertising budget and methodology needed to be conservative. The most effective method was for consumers to experience the plastic bottle’s lightness firsthand. The campaign took place all day long on March 2, 2015 at Tokyo’s Harajuku intersection, the most famous intersection in Japan. We took it further by broadcasting how it all went unnoticed on the electronic billboard. The people who had the bottles stuck to, along with those that were watching, were surprised by its lightness. Approximately 30,000 people witnessed this event.