| Title | HAIR GROWTH STATION |
| Brand | MESOCARE-PLUS |
| Product / Service | HAIR GROWTH SHAMPOO |
| Category | B04. Business Citizenship / Corporate Responsibility & Environmental |
| Entrant | CREATIVE ORICOM Tokyo, JAPAN |
| Idea Creation | CREATIVE ORICOM Tokyo, JAPAN |
| Media | CREATIVE ORICOM Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| HIROTO SEKIGUCHI | ORICOM | Account Executive |
| NAOHIRO SEKI | PHOTINO | Art Director |
| TAICHI MIYAZAKI | PHOTINO | Director |
IDEA We found out that the social issue of a weakening local economy could become a beautiful source of creativity for the brand. We decided to show that the brand could protect the local economy by introducing “Hair Growth Station” as “Utopia for Hair”, surprisingly enough to attract wide public attention for both the brand and the local community at the same time.
IDEA IMPLEMENTATION To convey the birth of the “Utopia for Hair” to the public, we created a video ad that was set in “Hair Growth Station”. Then we also produced outdoor media contents such as the station signs, the train announcement and the special commemorative tickets made of dried kelp, an ingredient considered to be good for hair in Japan, to bring media and tourists to the town.
In no time, the news of this unusual station name spread. It became an instant buzz around the nation and MESOCARE-PLUS acquired enthusiastic fans on social media. It also led to increase the number of passengers (mainly target audience of the brand) of the railway and even the number of the tourists to the town as well. RESULTS MEDIA IMPRESSIONS over 75million TICKET REVENUE OF THE RAILWAY 23% increase compared with last year THE NUMBER OF THE TOURISTS TO THE TOWN 11% increase compared with last year
KEY BUSINESS CITIZENSHIP ELEMENT It is a unique challenge of taking a social problem into a beautiful source of creativity. We activated a weakening local economy with a branded content. The unusual name of “Hair Growth Station” was a PR led idea to create“Utopia for Hair” that gave a brand-new image for the station to make both the scalp care shampoo brand and the local community shine.
STRATEGY By changing just 2 Chinese characters from the station name purchased, we made an amusing Japanese pun to introduce “Hair Growth Station” as a “Utopia for Hair”. It was a strong branded content to attract wide public attention for both the brand and the local community to prove the brand can actually protect important things for people who really need them.