SPECIFICALLY A BOTTLE

TitleSPECIFICALLY A BOTTLE
BrandASAHI BEER
Product / ServiceASAHI SUPER DRY
CategoryG05. Breakthrough on a Budget
EntrantI&S BBDO Tokyo, JAPAN
Idea Creation I&S BBDO Tokyo, JAPAN
Production MACH PRODUCTION Fukuoka, JAPAN
Production 2 KIPPU Tokyo, JAPAN

Credits

Name Company Position
Tatsuo Ueno I&S BBDO Exective Creative Director
Toshiharu Takahashi I&S BBDO Producer
Masao Kosaka I&S BBDO Art Director
Misa Higashi I&S BBDO Copywriter, Planner
Akira Nishiguchi I&S BBDO Account Executive
Ko Nishiguchi I&S BBDO Account Executive
Hironori Ogata I&S BBDO Planning Manager
Hiromi Hayakawa I&S BBDO Digital Planner
Yusuke Sakaki Mach Production Art Director
Daiki Daiki Mach Production Designer
Rikako Goto Mach Production Designer
Yoshinori Kameyama Kippu Producer
Arata Ito Nagai Hoshi Director

Why is this work relevant for Direct?

Because it is a measure that promotes action, implemented at metropolitan establishments that gather many targets with the aim of facilitating direct contact with targets.

Background

"Restaurants' beer sales to young people were showing a downward trend. However, while there has been a decrease in big drinking party such as company parties, there has been an increase in small drinking parties between friends, so young people are having more opportunities to go out and drink. Asahi Breweries wanted young people to drink beer and expand sales. We implemented the project at Tokyo izakaya selling Asahi beer."

Describe the creative idea (30% of vote)

"We paid attention to the fact that young people come to izakaya in pursuit of communication. We then focused on bottled beer that in Japan long has been associated with a culture of deepening communication by pouring each other glasses. Young people tend to see this as something for older generations, so in order to help them order bottled beer that they are unfamiliar with, we changed the name on the menu from ""Bottled beer"" to ""Aete no bin"" (Specifically a bottle). We aimed to draw the attention of young people by basing the name on ""toriaezu nama"" (A beer for now), which has become a set phrase for ordering the first drink pervasive at Japanese bars."

Describe the strategy (20% of vote)

"We paid attention to the fact that young people come to izakaya in pursuit of communication. We then focused on bottled beer that in Japan long has been associated with a culture of deepening communication by pouring each other glasses. Young people tend to see this as something for older generations, so in order to help them order bottled beer that they are unfamiliar with, we changed the name on the menu from ""Bottled beer"" to ""Aete no bin"" (Specifically a bottle). We aimed to draw the attention of young people by basing the name on ""toriaezu nama"" (A beer for now), which has become a set phrase for ordering the first drink pervasive at Japanese bars."

Describe the execution (20% of vote)

From entering the establishment to ordering, we drew attention to bottled beer with posters and hangers for jackets, t-shirts worn by the staff, social media videos accessible from QR codes on the staff t-shirts, and various other touchpoints all over the establishment. We introduced this at izakaya in Tokyo that sell Asahi beer.

List the results (30% of vote)

"When we did this at Tokyo restaurants, bottled beer sales, which had shown a downward trend, went up by almost 140% on the previous year in just one month. It kept getting sold out at restaurants. Following the success of this campaign, we decided to expand nationwide, and there was such a response that restaurants started approaching us. At the restaurants where we implemented this, we saw many young people making orders saying ""I'll specifically have a bottle"" and having fun with their friends. Despite minimal media exposure, we appeared twice on Yahoo! News and bottled beer also became quite topical in the business media. We reformed the image of bottled beer and successfully encouraged young people to drink it."

Links

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