Why is this work relevant for Media?

Both medialization and existing media utilization on the cultural contexts relevant to a sauna were implemented through the campaign. The campaign induced organic posts of sauna-related influencers and sauna fans and utilized them as the driver for activation. In other words, it could be said the campaign turned its cultural mood and surrounding activities into media for activation. Appropriate media placements such as graphic posters in sauna facilities nationwide and collaboration with online sauna information media were implemented as the campaign assimilates to the sauna culture as well.

Background

Ion Water, the sub-brand of Pocari-Sweat, the leading sport drink brand in Japan, had faced the situation in need of blue-oceanic new market development to further growth in its competitive sports drink market. Through the market research, we found that a sauna experience, along with Japanese bathing culture, was getting popular, especially among business executives for its diverse positive effects on their productivity by lessening stresses and health improvements. We came to target those who are into the sauna movement – “saunners” so-called - to establish the Ion Water brand as “the drink for saunners”, and implemented holistic approach towards the market such as SNS campaigns, collaboration with the named sauna facility, launching user participation type campaign in collaboration with consumer-generated media for saunners, and so on.

Describe the creative idea/insights (30% of vote)

Referring to the annual sales data, it was found that sales are concentrated in the summer when more hydration is needed, and that a purchasing motivation is generated due to a sweating moment. Therefore, we decided to find and target sweating moments so that we could expect stable purchase amount not affected by seasonal factors. In addition, the client's market data shows that vending machines installed in the sauna facility are significantly more sold than those installed elsewhere, thus we hypothesized that the sauna facility functions as a powerful sales channel. The hypothesis was right, by implementing measures targeted at sauna fans, the Ion Water brand was established among sauna fans, creating a situation in which each sauna facility could not ignore it and made them eager to introduce Ion Water to their customers.

Describe the strategy (20% of vote)

The campaign did not target the sauna facilities directly, but the 3.8 million core sauna fans across the country. Besides, placements at media relevant to the sauna culture such as graphic posters in sauna facilities and sauna information website, the campaign adopted to utilize the social posts and trends relevant to sauna culture as media to make sauna facilities to provide Ion Water to customers. Firstly, the campaign collaborated with Sauna Shikiji, the mecca of sauna, to attract core influencers relevant to the sauna culture; second, the campaign collaborated with sauna information media was implemented and sauna fans were encouraged to post their love and passion toward sauna on their SNS; finally sauna fans treated by the campaign turned to Ion Water fans as well, and their demand of the product lead sauna facilities to introduce Ion Water.

Describe the execution (20% of vote)

The camapaign developed goods that collaborated with Shikiji, a sacred place among sauna fans, and sent goods to 50 sauna-related influencers without prior notification, with a message from the daughter of Shikiji who is also an influencer. When a certain degree of engagement occurs on SNS through shares generated by those 50 sauna- related influencers, we launched a gift campaign that presents those Shikiji collaborated goods in a lottery by tweeting a love and passion to the sauna on Twitter. Campaign information was announced at 588 sauna facilities nationwide. In addition, we also collaborated with the sauna information media, and conduct multiple campaigns that Ion Water is presented in a lottery when users post a history of visited saunas. Brought over 80,000 sauna experience posts and 12,800 Twitter posts.

List the results (30% of vote)

The effect of the campaign was phenomenal. After the implementation of the campaign, the number of sauna facilities that have introduced Ion Water has increased dramatically, from 61 to 595. Sales increased significantly due to an increase in sales channels, particularly in the target demographic, middle-aged male by 141%. Besides, after the campaign, Ion Water was officially approved as "the official sauna drink" by Japan Spa & Sauna association. In addition, since the implementation of the campaign, saunas have become a big trend in Japan as it frequently featured on various news media, even TV drama series that set saunas as its main theme was created and aired on the national TV network. Those trends were never seen before the campaign and none of the campaigns were featured before ours, clearly showing that the campaign has greatly contributed to fostering domestic sauna trends.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Originated in Finland 1,500 years ago, the sauna culture has been loved in many countries around the world. Among them, it is not too much to say that Japan is one of the most blessed country on a sauna environment. Not only authentic Finnish saunas, but also there are many saunas that have evolved uniquely by actively incorporating overseas sauna culture and arranging them in a Japanese style. In such a sauna developed country, Japan's sauna fans have a deep love for the sauna, and the community's sincere attitude and affection for the sauna is not found in other communities; It was very much inspired us to come up with the idea that utilizing the user's organic behavior as an activation medium.