COME ACROSS THE BEST SAKURA MOMENT

TitleCOME ACROSS THE BEST SAKURA MOMENT
BrandSUNTORY
Product / ServiceKINMUGI BEER
CategoryG03. Digital Billboard
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
Production DENTSU INC. Tokyo, JAPAN

Credits

Name Company Position
Nobuaki Hattori DENTSU INC. Executive Creative Director
Shinnosuke Matsuyoshi DENTSU INC. Creative Director
Kyoka Sekiguchi INTERCONNECT, INC. Art Director
Hideto Satake DENTSU AD-GEAR INC. Account Manager
Shinya Iida DENTSU INC. Media Planner

The Campaign

An ad leads audience to the best spot to enjoy cherry blossoms and the beer, which is just right close to them but hardly noticed.

Creative Execution

- Covered all the digital signages of Tokyo Metro stations, a main transportation in Tokyo. - Created automated generating and distributing system with the media company. - Generated ads which are different from stations and change every 30 minutes. - The ads picks the best spot around the station and tell the audience where it is and how the blooming there is for each station.

This campaign earned 15.9 points of recognition rate. This is more than 150% of the average, 9.9 points, for previous campaigns for alcoholic and non alcoholic brands utilizing the same media on the similar scale. - The sale of the brand increased this year despite the fact that the beer market in Japan has been shrinking for these five years. - World Business Satellite, one of the Japanese major business news shows picked this up as a new marketing with realtime data contributing the sales. - The brand’s association with spring season has been built up. The brand ranked up to the second from the previous fifth as “a beer you want to drink in the season”. - This campaign earned 15.9 points of recognition rate. This is more than 150% of the average, 9.9 points, for previous campaigns for alcoholic and non alcoholic brands utilizing the same media on the similar scale. - The client sees a good chance in this communication and is developing the idea to the seasons forthcoming.

- Utilized a digital signage network of main stations in Tokyo. This gives an easy access to spots nearby. - Created Japan’s new system to create and distribute ads. This enables us to capture the moment of “now”.