| Title | "OMIYAGE" BOX(SOUVENIR BOX) |
| Brand | DENTSU TEC |
| Product / Service | DENTSU TEC RECRUITMENT |
| Category | B04. Self-promotion |
| Entrant | DENTSU TEC Tokyo, JAPAN |
| Idea Creation | DENTSU TEC Tokyo, JAPAN |
| Production | DENTSU TEC Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kenichi Togashi | DENTSU TEC INC. | Creative Director |
| Yuta Miura | DENTSU TEC INC. | Art Director |
| Hidehiko Kitagawa | DENTSU TEC INC. | Copywriter |
| Eight Sasaki | DENTSU TEC INC. | Creative Producer |
Situation: The Insight was that in Japan, in the recruitment market, the popularity of B2C companies, which are familiar to job-seeking students was concentrated, and the B2B advertising industry was in a disadvantageous situation. Furthermore, since it is difficult for job hunters to imagine the content of the work, the number of applicants decreasing has become in issue. Brief: Communicate the appeal of Dentsu Tec and increase the number of students who want to apply for a job. Objectives: 1.Appeal the craftsmanship that Dentsu Tec has acquired over a long time 2.Get the students interested and familiar with the work of Dentsu Tec Budget: 3.15M yen (Approx 30,359 USD) Project scale and volume: 800 boxes
To make job-seeking students get a sense of familiarity and interest in the work of Dentsu Tec, we choose to represent it as the craftsmanship of a sushi chef who is a loved and familiar person to all Japanese people. We put Dentsu Tec's craftsmanship in a souvenir box for the students to bring it back home. Brand relevance: The craftsmanship of Dentsu Tec acquired over a long time is converted and expressed as the craftsmanship of traditional Japanese sushi chefs. Target audience: Job seeking students
In order to express the crafting skills (=craftsmanship) acquired over a long time, we represented icon sushi illustration using pointillism techniques. Inside the sushi box we put delicious (delicious has a double meaning of “a gift nice to receive” in Japanese) souvenirs (omiyage) and distributed it to the job seeking students interested in Dentsu Tec.
By appealing the high craft skills of Dentsu Tec, we succeed in the increase of the number of applicants for employment to 121% compared to the previous year and the rate of students turning down unofficial job offers* dropping from 14% to 0%. * unofficial job offer is a common practice in Japan where companies offer job position to students before they graduate.