AMAZON MATCHING BAR

TitleAMAZON MATCHING BAR
BrandAMAZON JAPAN
Product / ServiceAMAZON.CO.JP
CategoryA06. Retail
EntrantTOKYU AGENCY INC. Tokyo, JAPAN
Idea Creation TOKYU AGENCY INC. Tokyo, JAPAN

Credits

Name Company Position
Azusa Yoshihara Tokyu Agency Inc. Account Executive
Eri Sakamoto Tokyu Agency Inc. Account Executive
Kenichiro Shoji Tokyu Agency Inc. Activation Director
Ryusuke Iwata Tokyu Agency Inc. Activation Planner / Director
Shun Kadoi Tokyu Agency Inc. Activation Planner
Hiroyuki Takahashi Tokyu Agency Inc. Executive Creative Director
Toru Fukui Tokyu Agency Inc. Creative Director / Copywriter
Yui Uchida Tokyu Agency Inc. Planner
Tatsuya Yoshio Tokyu Agency Inc. PR Director
Mitsuyo Demura Konel Inc. Producer

The Campaign

Japan’s first offline Amazon store - Amazon Matching Bar. At this bar, there is no menu. Given the overwhelming number of alcohol varieties available, listing them out was not possible. Instead, alcohol was recommended to guests based on what they were in the mood for. A bar with no menu, the Amazon Matching Bar. Where you’re bound to discover great alcohol that you have yet to come across.

Execution

1: “Japan’s first” was a newsworthy point for media 2: “No menu” - a concept that is different from the norm, drew the interest of both media and consumers alike The above two talking points were communicated on Amazon Japan’s website a week before opening. 3: “Taste analysis tool (ordering system) developed based on Amazon's recommendation algorithm” appealed to tech and gadget-related media 4: The preparation of “rarely available alcohol” caught the interest of everyone Additionally, we held a pre-launch event exclusively for selected media, which helped to kickstart the buzz. ·A large-scale bar that takes up a considerable 520 square meters ·10-day pop-up Amazon Matching Bar

Tier 1 1: We created many photo opportunities for both media and customers. All of these spots were designed such that the Amazon Matching Bar logo as well as large amounts of alcohol were easily captured in a shot. In terms of results, two key messages - ? Alcohol is sold on Amazon Japan, as well as ? the largest selection of alcohol among Japan’s alcohol ecommerce sites - were spread through a large number of media and consumers. 2: 381 media covered across TV, Magazine and online sites There were 3,099 posts with the hashtag #amazon bar, and 578,000 people were reached through social media Tier 2 1: 98% of visitors expressed consideration to purchase alcohol on Amazon Japan 2: 80% of consumers who knew about the Amazon Matching Bar said they are aware that Amazon Japan sells alcohol, and 75% of these respondents expressed consideration to purchase alcohol on Amazon Japan.

The Situation

This project was executed without the use of paid media. With a good grasp of the media industry, we were able to create news that caught the attention of various media. First, we targeted and created talkability among media channels that are most relevant to our target audience, and the buzz gradually caught on with other media. This created a surge in the popularity of the Amazon Matching Bar almost instantly, allowing us to achieve our objectives.

The Strategy

People who are fond of Amazon, as well as those who are interested in technology and gadgets. These consumers seek recognition from those around them, wanting to be known as someone who keeps up with the latest information, and is able to hold conversations with others about the latest and newest. We focused on 4 key points that were easy to communicate. 1:Japan’s first offline Amazon store 2:A bar with no menu. Instead, the ordering system is based on your mood 3:Taste analysis tool (ordering system) developed based on Amazon's recommendation algorithm 4:Alcohol that is rarely available and not sold at general merchandise stores or convenience stores are available at the Amazon Matching Bar The dissemination of this information was focused on technology and gadget-related media.