Background

The evolution of technology enriches our lives. Engineers are one of such professions who make this happen. There is, however, a concern… That is, they get so absorbed in thinking that they even forget to eat and, therefore, may lose nutritional balance. So… Otsuka Pharmaceutical came up with an idea. Well-balanced nutrition is vital for healthy workers, and even more so to concentrate on brain-intensive tasks such as… Circuit design! For engineers who require logical-thinking, therefore, we would like to convey the appeal of CalorieMate Liquid, which provides a balanced nutritional supplement that they can easily consume while working at a desk. The special site features graphics that express the features and messages of CalorieMate Liquid through electronic circuits. You can also learn about CalorieMate Liquid through the two-page electronic circuit U I site "Breadboard UI mode" and "Normal mode" where you can connect your own electronic circuits.

Describe the creative idea (40% of vote)

A very popular campaign that captures the very habit of engineers to be absorbed in thinking. Specifically, a website with an interface that allows users to experience content by "building electronic circuits" was suddenly released on social networking sites without prior notice. The contents and quizzes could only be enjoyed by engineers who understand electronic circuit parts, and the electronic circuit graphics with a motif of a train route map appeared in station advertisements upon the release of the site. This is the second promotion of CalorieMate Liquid, following the "CalorieMate to Programmer (https://www.otsuka.co.jp/cmt/to_programmer/)" campaign held last year. The appeal of CalorieMate Liquid will be conveyed to all those who continue to think in this world, including engineering engineers who have to go through the process of collecting reference information, drawing rough circuit diagrams, and experimenting on breadboards in order to create products.

Describe the execution (40% of vote)

In the "Normal Mode," the entire page is a "printed circuit board" with wiring (thoughts) going in many directions, but in order to convey information properly, the positional relationship between elements and wiring, as well as visibility, were designed with great care through repeated trial and error. In the "Breadboard UI mode", we focused on the shape and response of the electronic parts and the feeling of the parts fitting together. The wiring of the electronic circuits was supervised by electronics professionals, and the circuits were faithfully reproduced. Attention was paid to details such as the wiring to fit on a single breadboard, the direction of the drone's propeller, and the invisible wiring underneath the parts. For the graphics, the features and messages of CalorieMate Liquid, supervised by Yoshiki Komino, who was involved in the development of CCD cameras (used in the space shuttle), were expressed in electronic circuits.

List the results (20% of vote)

The campaign website is visited over 34,900 times (Jul. 26th - Aug. 25th) and gained PR exposure with an advertising conversion value of more than $400 thousands. The Follow-and-retweet canpaign on Twitter also there is 3,504 posts of campaign hashtag. "I get obsessed with thinking!" The campaign was a great success, capturing the very habit of engineers who are obsessed with thinking.