Title | ULTRA CHALLENGING ORIGAMI |
Brand | DAINIHON JOCHUGIKU CO.,LTD. |
Product / Service | KINCHOL(INSECTICIDE SPRAYER) |
Category | B01. Publications & Brand Collateral |
Entrant | DENTSU INC. Osaka, JAPAN |
Idea Creation | DENTSU INC. Osaka, JAPAN |
Media Placement | DENTSU INC. Osaka, JAPAN |
Production | MONOLITH,INC. Osaka, JAPAN |
Production 2 | HARU PLANNING Osaka, JAPAN |
Name | Company | Position |
---|---|---|
Masayuki Furukawa | DENTSU INC. | Creative Director/Planner/Copywriter |
Takahisa Naokawa | DENTSU INC. | Planner/Copywriter |
Taizo Hirose | DENTSU INC. | Planner/Copywriter/Director |
Norikazu Omatsu | MONOLITH,INC. | Art Director |
Takashi Mizue | MONOLITH,INC. | Designer |
Teppei Kanda | MONOLITH,INC. | Designer |
Kyohei Katsuta | Origami House | Origami production Manager |
Taijun Tsuchida | HARU PLANNING CO.,LTD. | Producer |
Yuki Uenishi | HARU PLANNING CO.,LTD | Production Manager |
Kei Nakase | Freelance | Cameraman |
Yuichiro Hori | HARU PLANNING CO.,LTD. | Editor |
Reina Mizuno | HARU PLANNING CO.,LTD. | Narrator |
Instead of offering a clue that indicates what will appear after folding, we only showed mysteriously designed black square and a seductive copy on the ad: "Ultra Challenging Origami" so that we could maximize the readers' curiosity.
In order to make consumers and KINCHO closer than ever, we chose newspaper ad, a media that you can actually touch and feel. We created: 1) A mysterious design which includes no visual clue to indicate what will appear after folding the paper. 2) A seductive copy "Ultra Challenging Origami" which maximized the readers' curiosity. After finishing folding, the readers will end up with an elaborate cockroach and an image of the KINCHO bottle left in front of them, which were exactly the 2 things that we wanted to inform them.
Since the day of launch, visitors to the KINCHO website per day doubled, compared to the previous period. People posted the photos of their own cockroach on the SNS, and there were numerous positive reactions such as “After an hour of effort…a cockroach! Damn KINCHO! lol!”
Our strategies to intrigue the consumers, who are basically not interested in insecticide brands, were: 1) Launching the ad on Saturday morning when readers have enough time to spend, so that they can be absorbed in the brand experience. 2) Presenting origami, a Japanese traditional culture that is popular among all generations, so that we could entertain not only the reader himself but also the whole family members by a single piece of ad.