BELLTON

Short List
TitleBELLTON
ClientFUN SOLUTIONS, INC.
Product / ServiceBELLTON
CategoryD02. Use of Mobile & Devices
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production LENS ASSOCIATES NAGOYA, JAPAN
Production 2 YAOYORO'S Nagoya, JAPAN
Production 3 AQUARING INC. TSURUMAI LAB Nagoya, JAPAN
Production 4 TRANKA Nagoya, JAPAN

The Campaign

Focusing on the fact that many parents have their children watch YouTube videos in cars, a device was designed where the action of taking off the seatbelt locks-up the app in use, which is unlocked when the seatbelt is put back on. When the belt is removed, this sets off a loud bell sound encouraging to put the seat belt on. The action of wearing a seatbelt was sublimated to an entertainment ‘switch’ for locking and unlocking their favorite smartphone app.

The Brief

Overall budget 49,000$ Breakdown of costs Product design 10,000$ Package design 10,000$ Promotional Video 20,000$ Web design 8,000$ Paid Media budget 1,000$

Creative Execution

Re-imagining a non-living safety device, the seatbelt, as a face, with the red button being the mouth, we added eyes to create a loveable character which children could easily get attached to. The action of putting on a seatbelt was transformed into a fun action in which Bellton ‘eats’ the insert plate. This characterization approach was also used for the smartphone/tablet control system. In this way, the overall communication experience was carefully designed to reach out to children using a multi-dimensional format.

Describe the success of the promotion with both client and consumer including some quantifiable results

The characterization of seatbelts by designing an eye-shaped device brought about a sense of affinity and attachment in the hearts of children who do not like seat belts. In addition, the overall integrated design between the hardware (buckle design) and software (app) contributed to the success in changing the act of wearing a seatbelt into a positive impression, making the child think "I want to put it on by myself!" This product, which encourages a child to buckle-up on one's own, is a fun solution that can lead to forming the habit of wanting to wear a seatbelt that continues into the child's future. Featured on NHK (major national broadcaster), business TV programs and various other media.

Explain why the method of promotion was most relevant to the product or service

This is a Brand Experience & Activation designed to bring about a shift in behavior and feelings of children from negative to positive. Through Bellton, children who do not like wearing seatbelts come to enjoy wearing them.

When googling with keywords such as "seatbelt, children", phrases such as "My child dislikes wearing a seatbelt and tends to unbuckle it" , "I want my children to be happy with wearing a seatbelt" were returned in abundance from concerned parents, who are our target. We developed Bellton to solve their concerns.

Credits

Name Company Position
MASASHI NAKAYAMA DENTSU INC. Exective Creative Director
MICHIHITO DOBASHI DENTSU INC. Group Creative Director / Art Director
KANAKO WADA DENTSU INC. Copywriter / Planner
KANAKO SETTA DENTSU INC. Planner
THOMAS HAMILTON DENTSU INC. Translator
YUZURU HASEGAWA DENTSU INC. Translator
MASAO SHIRASAWA LENS ASSOCIATES Art Director / Designer
YOSHIYUKI HATA TRANKA Photographer
AKINORI OKADA Yaoyoro’s Movie Director
JUNPEI KAGAWA Yaoyoro’s Animation Camera
DAISUKE HAGIWARA Yaoyoro’s Motion graphics
FUMIAKI OOMOTE Yaoyoro’s Music
JUN TANAKA J-FACTORY Production Design
HIDEHISA HIRABAYASHI Toyoshiko Package Designer
SATORU OZAWA Itoubigeisha seihanjo Co.,Ltd Printing Director
TAKUYA YOSHIMURA AQUARING Inc. Tsurumai lab Planner
NAOKI SATO AQUARING Inc. Tsurumai lab Director
HIROKI NAKAGAWA AQUARING Inc. Tsurumai lab Designer
TOMOYA YAMAMOTO YAMAMOTO MFG. Technical Director
HIROKI One Groove Inc. Director
MIKI FUJITA Printing Director
Links
Website URL