|Brand||YAMATO TRANSPORT CO.|
|Product / Service||TAQBIN CONPACT|
|Category||B05. Use of Ambient Media: Large Scale|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Production||KOBAYASHI KOGEISHA Tokyo, JAPAN|
|Production 2||AMANA Tokyo, JAPAN|
|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|
|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|
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.
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.
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”.
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.