Malts: Beer-Lingual [video]

Credits & Description:

Company Entering: Mccann Worldgroup Japan/Mccann Erickson Japan, Tokyo
Entry Title: Beer-Lingual
Brand: Malts The Draft
Advertiser: Suntory Holdings Limited
Agency: Mccann Erickson Japan, Tokyo
Executive Creative Director: Isamu Nakamura
Creative Director: Satoko Takada (Mccann Erickson Japan)/Hideo Kato (Suntory Business Expert Limited)/Kiyoshi Oomori (Sun-Ad Company Limited)
Copywriter: Satoko Takada
Art Director: Shinichi Niizeki/Natsumi Iwasaki
Illustrator: Takayuki Kudo
Account Director: Tokihisa Shimada
Account Manager: Mayu Hikima
Account Executive: Erina Tamura
Creative Producer: Shizuka Masuno (Suntory Business Expert Limited)/Ayaka Taniguchi (Suntory Business Expert Limited)
Agency Producer: Kiyoshi Kindo
Coordinator: Chiharu Ozaki
Film Production Company: Aoi Pro. Inc., Tokyo
Director: Katsuki Kuroyanagi
Producer 2: Yohei Kaneko
The Brief: Every Year 30% More Foreign Travelers Visit Japan. Our Mission Is For Them To Come To Know Suntorys Name During Their Stay And To Take Home With Them The Experience Of Drinking Suntory Malts The Draft, The Best-Tasting Draft Beer In Japan.
The Strategy: Suntory Malts The Draft Is Beer You Can Only Drink on Premise," Such As At Restaurants And Traditional Japanese-Style Izakaya Pubs. The Key Was To Get Foreign Travelers Unfamiliar With This Brand To Order It By Name. We Developed Phrases In 5 Languages (English, Chinese, French, Spanish, And Thai) That Sound Like, “Id Like A Glass Of Suntorys Draft Beer, Please” To The Japanese Ear, While Being Simple And Impactful Enough For Native Speakers Of These Languages To Memorize At Once.
The Execution: We Created A Way For Non-Japanese Speakers To Easily Order Suntorys Draft Beer In Traditional Japanese-Style Bars And Izakaya Pubs Just By Saying A Unique Phrase Coined In English, Chinese, French, Thai, And Spanish. The Phrases In The Five Languages Mean Something Completely Different To Each Other, But They All Clearly Sound Like “Id Like A Glass Of Suntorys Draft Beer, Please (Suntory No Nama Biru Kudasai)” To The Japanese Ear. We Added Impact To The Phrases By Making Them A Little Peculiar In Meaning.The Campaign Proved To Be Very Effective In Driving Orders And Trials.
The Result: Originally, The Campaign Was Intended Only For Tokyo, But Its Effective And Unique Approach Caught The Attention Of Salesmen And Bar/Restaurant Owners Seeking To Increase Inbound Marketing Towards Increasing Foreign Travelers. As A Result, The Campaign Rapidly Expanded To Some 1,000 Establishments.