| Title | FEBREZE TAXI |
| Brand | P&G |
| Product / Service | FEBREZE FOR CAR |
| Category | A01. Fast Moving Consumer Goods |
| Entrant | PARAGON Tokyo, JAPAN |
| Idea Creation | GREY TOKYO, JAPAN |
| Idea Creation 2 | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Masanori Tagaya | GREY TOKYO | Senior Creative Director |
| Hiroyoshi Koji | GREY TOKYO | Interactive Creative Director |
| Takeshi Iwamoto | GREY TOKYO | Associate Creative Director |
| Erika Inoue | GREY TOKYO | Senior Art Director |
| Atsushi Sasaki | GREY TOKYO | Senior Art Director |
| Rui Nago | GREY TOKYO | Senior Planning Director |
| Mao Fujii | TFC Plus Corporation | Director |
| Shota Sawabe | TOHOKUSHINSHA FILM CORPORATION | Producer |
| Hiroyuki Maki | TOHOKUSHINSHA FILM CORPORATION | Production Manager |
| Mana Okada | TOHOKUSHINSHA FILM CORPORATION | Production Manager |
| Yusuke Oki | NA (Freelance) | DOP |
| Yasutoshi Tanaka | NA (Freelance) | Music |
| Hiroyuki Nakamura | Freelance | Editor |
| Ben Conkey | cutters tokyo | Colorist |
| Yosuke Tanno | GREY TOKYO | Group Account Director |
Taxi users will not know whether a taxi is smelly or not until they actually ride one. Our creative solution is to turn smelly taxis into fresh-smelling ones with Febreze car air refresher and make them recognizable prior to hailing one. We named these fresh-smelling taxis, “Febreze Taxi”. We also developed original taxi-hailing app where taxi users can detect, track down and book Febreze Taxis whenever they want.
?We distributed the products to a leading taxi company, Nihon-Kotsu, and in a joint effort, dispatched the "Febreze Taxis" with stickers making them recognizable from outside. ?We also co-launched an original taxi hailing app where the users can detect, track down and book Febreze Taxis from the app. We did not use this project via paid media. ? Media: This was mainly announced via newsletters from P&G and Nihon-Kotsu. (no paid media) ?Timeline: 30/08/2016 – 29/09/2017
? 9,300,000 people nationwide, have experienced Febreze Taxi in just one month. ?107,000,000 media impressions including TV shows, newspapers, online news, and SNS. (Earned media: US$ 1,300,000) in one month. ?The project increased `odor` awareness among taxi companies. Nihon-Kotsu, a leading taxi company in Japan, launched "odor checkup" for the drivers. ?Sales of Febreze car air refresher increased 10% vs. previous month.
We believe that one of the most important criteria of this category is whether the activity can directly approach and benefit the right target; those with immediate need for the product or service. "Febreze Taxi" is an activation which benefits taxi users who want to avoid smelly taxi but do not know how. The activation enables the users to book a non-smelly taxi on-demand using their smartphone taxi app. By doing so, users will be able to experience the refreshing taxi ride provided by Febreze's car air refresher.
According to a consumer survey, more than 90% of the taxi riders responded that they have experienced being bothered by smell. However, the true issue is that taxi users will never know whether a taxi is smelly or not until they get one. It is like Russian roulette. But what if you could know beforehand? Our strategy is to make fresh-smelling taxis recognizable so that taxi users can deliberately choose them.