+ MET PROJECT

Silver Spike

Case Film

Presentation Image

Title+ MET PROJECT
BrandTANIZAWA SEISAKUSHO
Product / Service+ MET PROJECT (POT / LAMP)
CategoryA02. Durable Consumer Goods
EntrantJ. WALTER THOMPSON JAPAN Tokyo, JAPAN
Idea Creation J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Media J. WALTER THOMPSON JAPAN Tokyo, JAPAN
PR J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Production J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Production 2 ONION Tokyo, JAPAN
Production 3 AMANA Tokyo, JAPAN

Credits

Name Company Position
Go Sohara J. Walter Thompson Japan Executive Creative Director
Riki Kawanami J. Walter Thompson Japan Account Director
Naoya Kaneko amana inc. Producer
Masayoshi Yambe J. Walter Thompson Japan Web Developer
Yusuke Mochizuki J. Walter Thompson Japan Senior Art Director
Norio Okinojo J. Walter Thompson Japan Senior Copywriter
Takumi Ichihara J. Walter Thompson Japan General Manager
Kazuaki Endo J. Walter Thompson Japan Account Executive
Tatsuro Nakamura Onion Inc. Executive Producer
Yuki Honda Onion Inc. Producer
Tetsuya Tsujimura Tsujimura Design Studio Product Designer
Yusuke Tabuki Onion Inc. Film Director
Tetsu Kusuda AZBOND Cinematographer
Tatsuro Hara MIKOSHI Lightman
Yuri Takada PARADE Photographer
Reiko Tanaka PARADE Assistant Photographer
Shohei Otsuka J. Walter Thompson Japan Graphic Designer

The Campaign

“+ MET PROJECT” - Life saving interior accessory. Double-purposed products of safety helmets as well as design-driven home items that people would want to keep in their living spaces. POT is a flowerpot that doubles up as a safety helmet. LAMP is a side-lamp which serves also as a helmet and flashlight. Its uncompromised high quality design attracts people’s interest in helmets.

Execution

Worked with a product designer for many rounds of design modification to develop POT and LAMP, the first products from the +MET PROJECT. Leveraging the topic of the Great Tohoku earthquake anniversary, we chose the day of March 11 to launch the products with a special website and concept movie. Also conducted a series of local events with focus on Tokyo area, where people could experience virtual earthquakes and create a conversation about it. This worked in synergy with the press release distribution to create a big news.

- Worldwide media coverage in over 100 channels - PR value over JPY 200M - Huge conversation on SNS - Many feature articles in interior magazines and innovation media - High quality achieved in both design and durability - Patents approved for both POT and LAMP - Re-established the importance of keeping helmets at hand - Helped to increase sales of regular helmets: 104% (+JPY 300M ) vs previous year

The Situation

Tapping into Japanese people’s insight, we gave a new value to safety helmets to increase the fading awareness for disaster defense and created a big topic. By choosing the memorial day of March 11 for our launch announcement, we received an unexpected volume of media coverage in TV shows, newspaper, magazines and online media, followed by numerous inquiries. Another earthquake in Kumamoto on April 14, 2016 has drawn even more attention on this product’s usability from within the country and internationally.

The Strategy

In order to attract the greatest attention, we announced the project on the day of March 11th 2011, the five year anniversary of the massive Tohoku earthquake. High reach was achieved in a wider audience by distributing the press release through a variety of channels including not only conventional industry media but also new touch points such as interior magazines and innovative media. With a special website and concept movie acting as the hub, we planned a series of local events to generate a conversation of real voices and spread out the news.

Links

Website URL