SLOW BUTTON

TitleSLOW BUTTON
BrandKIRIN
Product / ServiceGREEN LABEL
CategoryA01. Fast Moving Consumer Goods
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN

Credits

Name Company Position
Noriaki Onoe DENTSU INC. Creative Director/Copywriter
Daisuke Nakamura PARTY inc. Creative Director/Technical Director
Kentaro Sagara freelance Creative Director/Art Director
Kimihiro Takano PARTY inc. Producer(Device/App)
Hiroshi Yamanaka PARTY inc. Project Manager(Device/App)
Manabu Sasaki ADBRAIN inc. Producer(Website)
Keigo Ogino ADBRAIN inc. Designer(Package)
Shunpei Watanabe ADBRAIN inc. Designer(Website)
Kenta Kaido freelance Illustrator(Package / Website)
Keita Ichiba PARTY inc. Designer(App)
Kenta Watashima PARTY inc. Programmer(Device/App)
Yoji Kido PARTY inc. Hardware Engineer
Hajime Sasaki MountPosition inc. Programmer(System)
Tamio Hayashi TASKO inc. Engineer/Product Designer
Masataka Kimura TASKO inc. Engineering Director
Tomohide Tashibu TASHIBUTOHUKUSHIMA Technical Modeler
Naomi Fukusima TASHIBUTOHUKUSHIMA Technical Modeler
Takakazu Aoyama amana inc. Photographer
Shinya Omi amana inc. Photo Producer
Takeshi Yoshikawa Tiguris inc. Retoucher
Yuuta Abe DENTSU TEC INC. Promotion Planner
Kana Kawamoto DENTSU TEC INC. Promotion Planner
Soichi Murayama Platinum, Inc. PR Planner
Hiroshi Yamaguchi DENTSU INC. Account Executive
Kaori Suzuki DENTSU INC. Account Executive

The Campaign

SLOW BUTTON. We developed a button for delivery that arrives at an unknown time. This button is to remind people to slow down and enjoy the time of waiting for that delivery. We also built an e-commerce function that lets anyone to shop slowly, even without the actual SLOW BUTTON.

Creative Execution

On May 4, 2017, the SLOW BUTTON campaign website launched and started accepting applications for chances to win actual buttons. After the one-month application period, lucky winners received actual SLOW BUTTON devices for ordering their boxes of beer.

Results

SLOW BUTTON has been featured in 98 media outlets, attracted 160,000 unique users, and 10,145,930 impressions in social media reach. It also sparked conversations about ways of working and social acceleration. Users have voiced their realizations about the benefits of taking things slow, their doubts about the necessity of leading a high-speed lifestyle, and their desire to relax with a drink of Green Label.

We invented the new way to deliver the product. And, this work is relevant to the brand.

The target users are all people living in this busy time. To approach these people, we gave them SLOW BUTTON as presents, and spread the message of "Slow down and savor life."

Links

Website URL