|Product / Service||ACUO|
|Category||A01. Fast Moving Consumer Goods|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Media||DENTSU INC. Tokyo, JAPAN|
|PR||SUNNY SIDE UP Tokyo, JAPAN|
|PR 2||DENTSU PUBLIC RELATIONS Tokyo, JAPAN|
|Production||DASH Tokyo, JAPAN|
|Production 2||TOW Tokyo, JAPAN|
|Shigeru Ishida||DENTSU INC.||Executive Creative Director|
|Yujin Akita||DENTSU INC.||Creative Planner|
|Yuma Shingai||DENTSU INC.||Technology Director|
|Tatsuro Usui||DENTSU INC.||Art Director|
|Nozomi Tokunaga||DENTSU INC.||Communication Designer|
|Junta Yoshikawa||DENTSU INC.||Communication Director|
|Shinichiro Uewaki||DENTSU INC.||Communication Planner|
|Yaichi Kubo||DENTSU INC.||Account Executive|
|Hayato Saga||DENTSU INC.||Account Executive|
|Teruyoshi Murase||DENTSU INC.||Account Executive|
|Ko Izumi||DENTSU INC.||Robot Planner|
|Madoka Katsumata||DASH CO.,LTD.||Producer|
|Keisuke Ukiana||DASH CO.,LTD.||Producer|
|Yutaka Moritomo||DASH CO.,LTD.||Production Manager|
|Masayuki Okamoto||MANOI KIKAKU||Robot Developer|
|Shunichiro Kuroki||AROMA BIT,INC.||Sensor Developer|
|Syotaro Abe||iXs Research Corp.||System Developer|
|Yoshio Komatsu||AMAZING STUDIO JUR||Production Designer|
|Takashi Kibe||TOW CO.,LTD||Interactive Producer|
|Yuzuru Suzuki||TOW CO.,LTD||Event Producer|
|Yuya Kanase||TOW CO.,LTD||Assistant Producer|
|Yuki Takeuchi||SUNNY SIDE UP, INC.||PR Producer|
|Yuna Mori||Dentsu Public Relations Inc.||PR Planner|
|Chenko Tsukagoshi||THE DIRECTORS GUILD||Director|
|Moeno Fujimoto||NOUVELLE VAGUE CO.,Ltd||Production Designer|
|Miho Okahisa||DENTSU CREATIVE FORCE INC.||Chief Creative Producer|
We developed a robot who was not only capable of a high level of breath analysis, but who also presented this information through a range of entertaining gestures so as not to hurt the feelings of those being tested. We then took Mr. Sniff on the road and analyzed the breaths of people across Japan.
The project was advertised through TV ads, while Mr. Sniff’s technical specifications were published on our website. We also uploaded streaming music videos that featured numerous dancing Mr. Sniffs in an attempt to create hype for the robot. These efforts helped us maximize the number of volunteers who came out for a breath test at one of the many stops—both planned and spontaneous—we made at supermarkets and public locations across Japan.
The project attracted over 6,800 volunteers who came in for breath tests. It was covered in a total 56 TV programs and newspapers, as well as on 288 websites, which provided us with a combined advertising value of $2,342,060. As a result, 96.7% of those who had heard of the project said that they had become more aware of their breath quality. As a result, 12.4 million people were able to learn about the project, and 96.7% of them said that they had become more aware of their breath quality. The project also turned out to be a successful branding strategy, with ACUO products enjoying a 3% boost in sales compared to the same period from the previous year, despite a slump in the gum market that has seen sales drop by 26% over the last ten years.
A breath-analyzing robot, Mr. Sniff, was used to conduct breath tests in public locations all across Japan. As a result, we were able to break the social taboo in Japan of talking about breath quality and increase awareness of oral hygiene.
We targeted Japanese people of all ages for this project. Mr. Sniff was primarily developed to circumvent the social taboo of pointing out the quality of someone else’s breath—as well as the difficulty of noticing the quality of one’s own breath. Thanks to the large amount of data we collected through Mr. Sniff, we were able to determine general facts about the breaths of the Japanese, as well as regional patterns in breath quality. We also found that 67% of those who volunteered for the breath checks had bad breath, and as a result, we were able to raise their awareness of oral hygiene.