Title | EAT YOUR WALLET AWAY |
Brand | |
Product / Service | GOOGLE PAY |
Category | B01. Use of Ambient Media: Small Scale |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
PR | DENTSU INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Taku Nakane | Product Marketing Manager | |
Junya Eguchi | DENTSU inc. | Creative Director |
Toshiki Nakamura | DENTSU inc. | Communication Planner |
Teruhisa Ogura | DENTSU inc. | Art Director |
Naoyuki Masuda | DENTSU inc. | Promotion Planner |
Tatsuya Yamaguchi | DENTSU inc. | Brand Producer |
Kotaro Hirahara | DENTSU inc. | Brand Producer |
Soichiro Sakai | TOW | Experience Producer |
Takashi Kibe | TOW | Production Producer |
Yuki Kobayashi | TOW | Production Manager |
Atsushi Tokuue | Niban Kobo | Chief Shooting Producer |
Yuji Shikii | Niban Kobo | Shooting Producer |
Google Pay presents “Eat your wallet away!” and say goodbye to cash! We created edible wallets & coins, and have people eat them away. As a symbol of cash payment, we crafted waffle wallets stuffed full of ice cream and topped with coin cookies. Then, we invited people to eat them away after taking part in a mock Google Pay transaction—and say a symbolic goodbye to their cash lifestyle.
630,000 USD
Driven by the waffle wallet’s eye-catching concept and by shares on social media, over ten thousand people flocked to the event. The attendants were first asked to take part in a mock Google Pay transaction. As a reward, they were then given their delicious waffle wallet, which they ate away, coins and all. In the process, they made a symbolic gesture of going cashless.
95% of the attendees showed interest in going "cashless”. With 1 out of 5 people starting to use Google Pay straight after this experiential campaign. People were getting rid of their wallets and cash, and they loved it.
Japan is resisting going cashless. Why? The fear of new technology. We hoped to change minds of such people, but it was a problem how people are especially hesitant towards believing in messages delivered from traditional advertisement. So, we created an experiential campaign designed to make going cashless feel like a piece of cake. By appealing to the consumer’s sweet tooth, we were able to make them sweet on going cashless. We succeeded in moving the hearts of our target. After all, not being burdened by a wallet or cash is its own treat.
It turns out that not even a technologically savvy country like Japan is immune from the fear of new technology. As developers of new technology, it is our job to ease those fears so technology can flourish. By appealing to the consumer’s sweet tooth, we were able to make them sweet on going cashless.