Title | FUTON AIRING FORECAST |
Brand | KAO |
Product / Service | RESESH PROTECT GUARD |
Category | B06. Use of Technology |
Entrant | I&S BBDO Tokyo, JAPAN |
Idea Creation | I&S BBDO Tokyo, JAPAN |
Production | DANCE NOT ACT Tokyo, JAPAN |
Production 2 | CHARACTER ANIMATION STUDIO Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Tsukasa Ohara | Kao Corporation | Senior Creative Director |
Yuka Yajima | Kao Corporation | Creative Director |
Takaaki Ikeda | Kao Corporation | Copywriter |
Ken Sugimoto | Kao Corporation | Art Director |
Takeaki Taniguchi | Kao Corporation | Producer |
Takahiro Sakai | I&S BBDO | Creative Director |
Junji Kiriki | I&S BBDO | Creative Director |
Maiko Fukuda | I&S BBDO | Creative Planner |
Tatsumasa Koson | I&S BBDO | Digital Planner |
Koji Yamamoto | I&S BBDO | Digital Planner |
Koichiro Tomita | I&S BBDO | Communication Design |
Astushi Komatsubara | I&S BBDO | Digital Media Planner |
Hitomi Sugiyama | I&S BBDO | Account Planner |
Naoto Yokoi | I&S BBDO | Account Planner |
Tsubasa Baba | I&S BBDO | Account Planner |
Takahiro Nishi | I&S BBDO | Account Planner |
Kento Tanaka | I&S BBDO | Account Planner |
Masashi Yamaguchi | DANCE NOT ACT | Producer |
Maki Tsukada | DANCE NOT ACT | Production Maneger |
Momoka Watanabe | Studio Placebo | Director/Character Design/Animator |
Tsuyoshi Nishikori | Character Animation Studio | Animation Producer |
Hiroyuki Mizoguchi | Studio Placebo | Animator |
Shizuka Seno | Studio Placebo | Colorist |
Masako Sekiguchi | Studio Placebo | Cameraman |
Takashi Shimoi | Studio Placebo | Production Design |
Katsumi Nagai | Studio Placebo | Compositor |
Taro Izumi | NTT LEARNING SYSTEMS | Mixer |
The work represents a direct approach that uses real-time weather and location data to target people who live in urban areas and like to air their futons outside. We encouraged the application of Product Guard before airing futons outside.
Resesh Protect Guard is a spray that protects futons from exhaust gas, pollen, and other air pollution when airing outdoors. We had to find a way to reliably deliver the product message to people who live in urban areas and like to air their futons outside.
The moment when product engagement in the target group increases is valuable. We thought that the best moment to deliver the product message is when people who want to air their futons check the weather report. So, we worked with Google and the TENKI API, which provides data on the weather. We used weather and location data to turn the YouTube TrueView ad into a real-time weather forecast.
Using weather and location data, we broadcasted weather reports on the YouTube TrueView platform to people who like to air their futons outside and, therefore, have a strong interest in the forecast. The chosen target group were people who like to air their futons outside, but live in urban areas where there is a lot of exhaust gas and pollen in the air. We narrowed down the broadcast area to seven major cities. Since the videos showed the weather forecast for the next day, we limited the time for broadcasts to the noon to midnight period. The videos were only broadcast on sunny days (sunny/sunny, partly cloudy/sunny, later cloudy). We encouraged people who want to air their futons today to use Protect Guard beforehand, by suggesting the possibility of pollution in the air.
We produced a YouTube TrueView ad that broadcast real-time weather forecasts. By suggesting the possibility of pollution in the air even when it is sunny, the video communicated the need for the product. We produced 42 different videos by combining data on weather, location, and air pollution. We used real-time data to match the YouTube videos with the weather and location of the target group.
The video reached about 980,000 people. The average view through rate was 40.9% although we limited the area (urban areas only), the weather, and the broadcasting time (noon to midnight). In the greater metropolitan areas of Tokyo and Osaka where the air is particularly dirty, the rate was 42.8%. By using real-time data to get people to pay attention, we successfully communicated the need for Protect Guard.