+ MET PROJECT

Bronze 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.

Creative 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

- 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

Explain why the method of promotion was most relevant to the product or service

We gave a new value to safety helmets to change people’s minds of disaster defense and created a behavior change. We held a virtual earthquake event where people experienced tremor and learned how helmets can help them in such situation. Many participants shared their real voices on social media, which spread out and become a big topic. It also contributed to increasing sales of regular helmets (yearly growth 104%, JPY 300M+) and proved how people were reminded of the importance of safety preparation.

To improve people’s fading awareness for disaster defense, we chose the day of March 11, 2016, the five year anniversary of the massive Tohoku earthquake and tsunami, to launch a new line of design-driven, dual-purpose helmets together with a special website and PR movie. To answer the problem that no one wants to keep around an awkward, bulky helmet in their living space, we made them into stylish home items so they are easy to find when quakes strike. We worked with a professional interior designer to create these models, not a helmet designer. The high quality design makes no one think of it as a helmet at first glance. Our goal is not to be sold in DIY home centers where people would normally buy emergency equipment like this, but in home furnishing stores and variety shops.

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