|Brand||EAST JAPAN RAILWAY COMPANY + YOKOHAMA STATION BUILDING|
|Product / Service||PACKED MEAL PRESCLIPTION|
|Category||B06. Use of Customer in-Store Experience|
|Entrant||BEACON/LEO BURNETT Tokyo, JAPAN|
|Idea Creation||BEACON/LEO BURNETT Tokyo, JAPAN|
|Media||BEACON/LEO BURNETT Tokyo, JAPAN|
|PR||MATERIAL Tokyo, JAPAN|
|Risa Kyuragi||Beacon/Leo Burnett Tokyo||Researcher|
|Yoshihiro Ito||Beacon/Leo Burnett Tokyo||Account Director|
|Jon King||Beacon/Leo Burnett Tokyo||Executive Creative Director|
|Yuko Takamichi||Beacon/Leo Burnett Tokyo||Designer (Store)|
|Shunsuke Kakinami||Beacon/Leo Burnett Tokyo||Creative Director|
|Jun Oizumi||Beacon/Leo Burnett Tokyo||Art Director|
|Konosuke Takahashi||Beacon/Leo Burnett Tokyo||Producer (Digital)|
|Mai Kaneda||Beacon/Leo Burnett Tokyo||Experience Designer/Copywriter/Account Planner|
|Sentaro Yoshino||Beacon/Leo Burnett Tokyo||Producer (PR)|
|Tomonori Oki||Beacon/Leo Burnett Tokyo||Technical Director|
|Mihoko Suzuki||Beacon/Leo Burnett Tokyo||Producer (Package)|
|Sunao Shirase||Beacon/Leo Burnett Tokyo||Chief Design Director (Store)|
|Masaomi Minegishi||Beacon/Leo Burnett Tokyo||Design Director (Store)|
|Akihiro Kuwahara||Beacon/Leo Burnett Tokyo||Designer (Store)|
|Hisako Konagaya||Beacon/Leo Burnett Tokyo||Designer (Digital)|
|Eiji Tachi||Suzuki Shofudo||Producer (Package)|
|Katsunori Endo||Material||PR Planner|
|Yurika Hotta||Material||PR Planner|
|Shunsuke Doi||amana||Producer (Movie)|
|Taewan Kim||amana||Production Manager|
|Hisashi Kitahara||amana||Producer (Still)|
|Takami Tateishi||East Japan Railway Company||Client Director|
|Yusuke Hidaka||East Japan Railway Company||Client Supervisor|
|Maki Nozaki||East Japan Railway Company||Client Supervisor|
|Toru Arakawa||Yokohama Station Building||Retail Director|
|Noriaki Mochida||Yokohama Station Building||Retail Director|
|Kazuya Watanabe||Yokohama Station Building||Retail Supervisor|
|Katsuhiko Ogawa||Keio University||Professor|
Introducing the new food service onto a food court of the station building, DELICIOUS SUPPLEMENT, by combining the deliciousness of foods and supplements into a healthy and convenient habit. DELICIOUS SUPPLEMENT is a personalized lunch capsule 'prescribed' to regain the nutritional balance you may have lost. Over 2.2 million combinations of delis are possible, letting you enjoy your-best lunch capsule prescription each time.
DELICIOUS SUPPLEMENT has easy steps requiring you. The first step is the physiological diagnosis system using LINE which was developed with the clinical psychotherapist. Only through easy chats with our AI on LINE, the system identifies 4 types of nutrition you could be lacking so that you are prescribed your own lunch capsule accordingly. Next, you have only to fill your prescribed capsule with 4 deli's from the range of dishes sorted by the professional nutritionist to create your own DELICIOUS SUPPLEMENT. From over 2.2 million combinations of delis, you can create the best one for your own both with the deliciousness you want now and the nutrition you need now.
Impressions amounted to over 99,605,000 in less than one week. And the sales achieved 122.5% vs year-ago period. Plenty of media including Japanese most prestigious business TV program covered this service as the diet innovation. And now, this service is being expanded nationally.
This work motivates people's traffics and purchases on the food court of the station building, by offering the originally unique food service that can be a big opportunity for them to improve their bad diet habit.
Target audience are modern people overall. They are living too a busy and fast life to pay enough attention to nutrition from each food they eat. More and more people depend on supplement pills to compensate their lacked nutrition. So we partnered with JAPAN RAILWAY COMPANY to leverage the food court of its owned station building, as the ignition infrastructure to improve their bad diet habits through the concept of ‘A personal prescription with a personal deliciousness’.