|Title||MAGICAL SOAP DISPENSER|
|Product / Service||KAO CORPORATE BRANDING|
|Category||D02. Sponsorship & Partnerships|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Media||DENTSU INC. Tokyo, JAPAN|
|PR||DENTSU INC. Tokyo, JAPAN|
|Production||DENTSU CREATIVE X Tokyo, JAPAN|
|Production 2||MELODY PUNCH Tokyo, JAPAN|
|Contributing||KAO CORPORATION Tokyo, JAPAN|
|Haruhiko Kimura||Kao||Marketing Communication Director|
|YutakaTajimi||Kao||Chief Creative Officer|
|Misako Kishi||Kao||Creative Director|
|Shingo Sakai||Kao||Marketing Communication Manager|
|Kiyoaki Okita||Kao||Client Producer|
|Tomoko Kanezaki||DENTSU INC.||Creative Director|
|Satoshi Atoda||DENTSU INC.||Account Director|
|Kumi Ishizuki||DENTSU INC.||Copywriter|
|Michiko Sukai||DENTSU INC.||Copywriter|
|Kozai Nagatomo||DENTSU INC.||Copywriter|
|Kazuko Marubashi||DENTSU INC.||Art Director|
|Isao Yamazaki||DENTSU INC.||Agency Producer|
|Ayu Sasaki||DENTSU INC.||Strategy & Communication Design Planner|
|Takao Hirayama||DENTSU INC.||Account Manager|
|Shinichi Matsuda||Dentsu Creative X Inc.||Executive Producer|
|Takuji Okamoto||Dentsu Creative X Inc.||Film Producer|
|Toyoshige Inose||Dentsu Creative X Inc.||Film Producer|
|Toshihiko Ohoka||Dentsu Creative X Inc.||Casefilm Director|
Washing hands is a big interest for all moms globally, and one of the most simple and effective health rituals to protect children. In Japan, 98% of moms wish to make this habit stick to their children, but only a few wash their hands proactively. Our idea was to create a new experience out of Kao’s 3D hand soap technology that intuitively delivers the joy of washing hands, at the most exciting place for all children -Tokyo Disneyland and Tokyo Disneysea. We developed a soap dispenser that bubbles out 3D Mickey Mouse shaped soap, and installed this across the park.
On July 1st 2015, Kao became an official sponsor of Tokyo Disneyland and Tokyo Disneysea, and launched the “Magical Soap Dispenser”. We installed 73 Mickey Mouse 3D soap dispensers across the park. The Mickey Mouse shaped soap was designed to be a medium to deliver a special hand washing experience, and suitable to be shared via social media. We announced “The Magical Soap Dispenser” in the press event, TV commercials, out-of-home media, and websites. It was introduced as the “new amusement of Tokyo Disney Resort”in various media, including TV programmes, Newspapers, and websites. Selfies of Mickey Mouse shaped soap fueled the excitement across Japan.
The news of the new park amusement immediately spread all across Japan. Everyday, a long queue was developed in front of the dispenser for weeks after the launch. “The Magical Soap Dispenser” was picked up in more than 20 TV shows, 13 Newspapers, 148 websites, and fired social conversation in social media. Within half a month, 1/3 of the entire Japanese population (20s-60s) knew about “The Magical Soap Dispenser”. Moms and kids reacted the most. Kao’s corporate likeability raised by 74%, and purchase intention of Kao products raised by 224%. Moreover, 46% of moms felt that there was a change in hand washing attitudes of their children after experiencing the soap dispenser. In fact, 1 out of 7 kids keeps the new habit and enjoys washing their hands even at home, and 72% of mothers replied that it will reduce the stress of scolding their kids about washing hands.
The development of “The Magical Soap Dispenser” was not about forcing audiences to hear good stories about Kao. It was about designing an enjoyable experience that people would naturally become willing to participate. Especially when it comes to children, entertainment is even more important. This work demonstrates how we have brought excitement back to a commoditized market, by promoting a fun and special hand washing experience. It has also leveraged Kao’s sponsorship to Tokyo Disney Resort into a social conversation, supporting Kao to regain brand advocacy among a wide range of consumers.
Through designing an engaging interaction out of Kao’s technology of 3D soap, our strategy was to regain attention and brand advocacy among 20-30s young moms and their kids. To address our target effectively, Kao became an official sponsor of Tokyo Disney Resort. Every year, more than 30 million people visit Tokyo Disney Resort, and the park is especially popular among young families. We collaborated with Tokyo Disney Resort, and launched a new park amusement “The Magical Soap Dispenser”, aiming to provide a fun and engaging hand washing experience that triggers proactive hand washing.