Title | ZERO ONE BELT PROJECT |
Brand | OKAMOTO INDUSTRIES |
Product / Service | OKAMOTO ZERO ONE |
Category | C06. Use of New Technology |
Entrant | BIRDMAN Tokyo, JAPAN |
Idea Creation | BIRDMAN Tokyo, JAPAN |
Idea Creation 2 | DENTSU AD-GEAR Tokyo, JAPAN |
Idea Creation 3 | THE DIRECTORS GUILD Tokyo, JAPAN |
Idea Creation 4 | COPYWRITER INC. Tokyo, JAPAN |
PR | AUR Tokyo, JAPAN |
Production | BIRDMAN Tokyo, JAPAN |
Production 2 | GEEK PICTURES Tokyo, JAPAN |
Production 3 | AKIYAMAKOBO INC. Saitama, JAPAN |
Name | Company | Position |
---|---|---|
Roy Ryo Tsukiji | Birdman Inc. | Creative Director |
Naohiro Kamei | DENTSU AD-GEAR Inc. | Creative Director |
Takayuki Nagai | Birdman Inc. | Planner |
Yuki Morikawa | Birdman Inc. | Director |
Takeru Kobayashi | Birdman Inc. | Technical Director |
Takayuki Komatsu | Birdman Inc. | Technical Director |
Ryotaro Nakano | Birdman Inc. | Art Director |
Daisuke Watanabe | Birdman Inc. | Product Designer |
Tetsuji Hasegawa | Copywriter Inc. | Copywriter |
Maho Okamoto | Birdman Inc. | Copywriter |
Yousuke Fujimoto | Birdman Inc. | Developer |
Mayumi Morioka | Birdman Inc. | Developer |
Satoshi Imanishi | Birdman Inc. | Device Enginner |
Kanta Takeuchi | Birdman Inc. | Cameraman |
Yuta Yamada | Birdman Inc. | Cameraman |
Syou Kakazu | Birdman Inc. | Cameraman |
Takahisa Maeda | Birdman Inc. | Technical Director |
Yuji Yamashina | DENTSU AD-GEAR Inc. | Art Director |
Kiyoharu Mitsui | Akiyamakobo Inc. | Modeling |
Yusuke Takase | THE DIRECTORS GUILD | Movie Director |
Naoki Kanehira | GEEK PICTURES INC. | Movie Producer |
Ikumi Suzuki | Birdman Inc. | Project Manager |
Iku Ando | Birdman Inc. | Project Manager |
Mai Abe | AUR Inc. | PR Director |
Takeo Aoki | DENTSU AD-GEAR Inc. | Account Executive |
Takashi Egawa | DENTSU AD-GEAR Inc. | Account Executive |
Hideki Ikeda | DENTSU AD-GEAR Inc. | Account Executive |
Through research Lover's Lab discovered young people had concerns such as, forgetting to carry condoms, and not knowing the right timing to take the condom out. To solve these problems Lovers Lab invented the wearable condom device, “Zero One Belt”. The condom will be stored safely inside the buckle of Zero One Belt, and can be taken out with style before the act of love. By saying "Zero One" the belt will be activated and shoot out a condom to a perfect position for the wearer to catch.
The Zero One Belt being developed to function with the Apple Watch was also part of the PR strategy. This made the name Zero One to be remembered with the vocal recognition feature that the wearer says "Zero One" to the Apple Watch, the condom will fly out from the belt.
Zero One Belt was covered by numerous media, such as TV, newspaper, magazine, and online media, earning over 40 million PV, 4 billion yen worth of media exposure, and increased 44% sales than the previous year. It became the hot topics of discussion on social media among younger generation. This became the icebreaker for people to communicate openly about condoms. This project raised brand awareness, and contributed on elevating the brand image.
We have teamed up with a PR agency from the planning stage to create a content that will attract media attention. The promotion succeeded in increasing consumers and brand awareness.
We conducted a survey about condom usage among 400 people who resides in Japan, and posted the results on the website. From the research we discovered that people tend to forget to carry a condom with them, and they weren't sure of the right timing to take out the condom before having sex. To solve these problems we took it to the next level and announced the invention of a device that will allow you to carry a condom with you at all times. By creating something people have never seen, we gained young people's attention and the news spread all over Japan, where there is very little information about condoms.