Product / ServiceTAQBIN CONPACT
CategoryB05. Use of Ambient Media: Large Scale
Idea Creation DENTSU INC. Tokyo, JAPAN
Production 2 AMANA Tokyo, JAPAN


Name Company Position
Kumi Ishizuki DENTSU INC. Creative Director
Yoshiyuki Imoto DENTSU INC. Art Director
Taiki Ueda DENTSU INC. Copywriter
Tetsushi Nitani DENTSU INC. Management
Gaku Sekiguchi DENTSU INC. Management
Taiki Kurokawa DENTSU INC. Media Planner
Chiyo Hisano Dentsu Creative Force Inc. Producer
Amy Shimizu DENTSU INC. Media Planner
Yosuke Sugioka ADBRAIN Inc. Designer
Uroku PARADE Inc. Photographer
Chiharu Yamanaka Art Factory KIRIN Inc. Artist
Masahide Nakama SUI INC. Artist
Takahiro Aoki QOMUNELAB CO.,LTD Movie Director
Noriyuki Hirunuma KOBAYASHI KOUGEISHA Inc. Producer
Keishi Kataoka Amana Inc. Producer
Chisako Yoshizaki Amana Inc. Producer

The Campaign

This is what sparked the creation of VENDER CAT, a huge irresistibly touchable cat-shaped sampling machine with fuzzy hair. The mechanism inside dispenses a packaging box through the mouth when the nose is pressed, and the more people who came to cuddle and pet the cat and so receive a box, the more we were able to convey how small the box is and how it works.

Creative Execution

Box sampling using the VENDER CAT was carried out at the main stations of 10 cities nationwide, starting with Shinjuku Station, Tokyo, the busiest place in Japan. A total of 30,000 small packaging boxes featuring an original free gift inside were distributed as samples.

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

The VENDER CAT was featured throughout the media and spread instantly through social networks, reaching 54 million people on Twitter. The campaign increased interest and desire to use the product among the younger target market, and a 235% rise deliveries was recorded compared to pre-implementation. The campaign successfully embedded the idea “use Yamato Transport if you're sending something small”.

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

VENDER CAT is a huge cat-shaped sampling machine that people just can't resist touching. This VENDER CAT has succeeded in taking a courier service - a product not traditionally the most appealing - and effectively promoting it to a younger target market.

There is a cat boom underway in Japan, and social networks are awash with cat-related content like photos. We recognized this boom and approached our younger target market with a huge version of our black cat company trademark as a sampling machine, which encouraged people to grasp the small packaging box in their hands.


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