Title | YUMMY SAKE / TASTE FIRST. LABEL SECOND. |
Brand | MIRAI SAKE STORE, LTD. |
Product / Service | YUMMY SAKE |
Category | D01. Touchpoint Technology & Tech-led Brand Experience |
Entrant | HAKUHODO I-STUDIO Tokyo, JAPAN |
Idea Creation | HAKUHODO I-STUDIO Tokyo, JAPAN |
Media Placement | MATERIAL Tokyo, JAPAN |
PR | HAKUHODO I-STUDIO Tokyo, JAPAN |
PR 2 | MATERIAL Tokyo, JAPAN |
Production | HAKUHODO I-STUDIO Tokyo, JAPAN |
Production 2 | TAIYO KIKAKU Tokyo, JAPAN |
Additional Company | MIRAI SAKE STORE, LTD. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Takuro Nakajima | Hakuhodo i-studio | Customer Experience Director |
Tatsuya Kida | Hakuhodo i-studio | Algorithm Director |
Saki Kato | Hakuhodo i-studio | Art Director / Designer |
Saki Wakata, Ayaka Mita, Mariko Itami | Hakuhodo i-studio | Designer |
Hayato Itakura | Hakuhodo i-studio | UX Designer |
Kana Suzuki | Hakuhodo i-studio | Communication Planner |
Masakazu Kawazu | Hakuhodo i-studio | Chief Backend Engineer |
Yasuhiro Uechi, Tatsuya Kaneko, Tadanobu Sugitani | Hakuhodo i-studio | Backend Engineer |
Toshiya Suzuki, Ryu Furuta | Hakuhodo i-studio | Frontend Engineer |
Miki Senoo | Hakuhodo i-studio | PR Director |
Tetsukazu Kawamoto | Hakuhodo i-studio | Project Manager |
Takafumi Kato | Hakuhodo i-studio | PR Supervisor |
Takuro Nakajima | Hakuhodo i-studio | Business Producer |
Kayo Shiina | Hakuhodo i-studio | Administration Manager |
Jutaro Mochizuki | Hakuhodo i-studio | R&D Manager |
Yasuhiro Oda, Sakiko Muraoka | Hakuhodo i-studio | Legal & Compliance Supervisor |
Saori Yoshimura | Freelance | Chief Event Producer |
Yurika Hotta, Sentaro Yoshino | Freelance | PR Planner |
Saki Iwamoto, Nana Shibata, Mai Kunii | Material Inc. | PR Planner |
Ryo Wakikawa | TAIYO KIKAKU Co., Ltd. | Film Director / Editor |
Tetsuya Okimoto | Hakuhodo i-studio | Business Development Manager |
Manabu Sasaki | Hakuhodo i-studio | Business Development Manager |
Keiichi Tomita | TAIYO KIKAKU Co., Ltd. | Cinematographer |
Masatsugu Tsuyama | TAIYO KIKAKU Co., Ltd. | Gaffer |
Atsushi Wakabayashi | TAIYO KIKAKU Co., Ltd. | Colorist |
Maiko Shimada | TAIYO KIKAKU Co., Ltd. | Producer |
Leo Otake, Akari Kubota, Shunsuke Nakamura | TAIYO KIKAKU Co., Ltd. | Production Manager |
Akihiro Adachi, Tomoaki Ino, Hwayoung Kang | FUTURE LIFE FACTORY | Wearable Device Design (WEAR SPACE) |
Masahito Ishibashi | Studio Function | Photographer |
Hiroshi Takayanagi | Future University Hakodate | Artificial Intelligence Supervisor |
Taste first, label second. We developed a service called “Yummy Sake,” which enables consumers to try blind tasting of sake with no knowledge of price or brand and assess their preferences on a Web app, where an AI system determines their sake palate. Palate types are described with 12 onomatopoeic expressions, giving users an intuitive feel for flavor without needing specialized knowledge. Since the app uses unbiased taste data, it disconnects from brand recognition, price, and word of mouth and enables anyone to find out their true palate type. This service has enabled consumers to discover pleasing sakes that are new to them.
Overall budget: $0.1MM Breakdown: Web App & AI Development: $50,000 (In-house development cost) Tasting Tool & Promotion Material Development: $10,000 Launch Event: $30,000 PR: $10,000 Paid Media budget: $0
We started project with Mirai Sake in September of 2017, and developed a Web app, tasting kit, and audio-visual isolation device. Audio-visual isolation device was necessary so customers can truly focus on their testing sense. We adopted an “unbiased taste data strategy” that uses blind tasting to gather impartial taste data and invites individuals to discover the taste that really appeals to them. This strategy changed people’s attitudes so that they chose sake intuitively rather than based on knowledge. We installed them in pop-up bars and liquor outlets in Kyoto, Tokyo and SXSW 2018(Texas), total of 1600 data were collected and 92% were satisfied with test result. 174 media output, total of 174 million yen ad converted price. Gained 299MM impressions. Yummy Sake has enabled consumers to discover pleasing sakes that are new to them and also new way of choosing.
We recorded 300% YoY sales increase overall, retailer all over the country are requesting our venues to be open. Customer satisfaction reached 92% and out of all customers as we targeted 55% were in 20s, 20% in 30s. Definitely made an impact to younger generation consumption of Sake. Gained 299MM impressions by PR.
Mirai Sake Store is a distributor brand that handles only products from independent sake breweries, in order to create a vibrant future for the Japanese sake industry. However, since sake has complex terminology and more than 10,000 varieties, consumers find it very difficult to make choices. To resolve this issue, we went beyond simply advertising sake products and activated consumers by designing a 360-degree experience to change the way people buy sake.
We adopted an “unbiased taste data strategy” and targeted younger generation in 20s to 30s for Sake industry's future. They usually prefer beer and cocktails that are easy to order, and do not understand how to pick right Sake for their pallet. Our survey showed over 60% would change their mind after finding out the brands and prices. We used web app and non bias blind tasting to gather impartial taste data and invites individuals to discover the taste that really appeals to them. This allowed them to choose sake by instinct, not using their "knowledge".