Matsumoto Apple Association: Dentapple [video] 2

Credits & Description:

Client: Matsumoto Apple Association
Product: Fuji Apple
Entrant: Hakuhodo Kettle Tokyo, Japan
Idea: Hakuhodo Kettle Tokyo, Japan
Idea 2: Hakuhodo Inc. Tokyo, Japan
Media: Hakuhodo Dy Media Partners Tokyo, Japan
Pr: Material Tokyo, Japan
Production: Hakuhodo I-Studio Tokyo, Japan
Production 2: Tow Tokyo, Japan
Production 3: Sesami Tokyo, Japan
Production 4: Hakuhodo Products Tokyo, Japan
Production 5: Tokyo Tokyo, Japan
Editor: Nov
Creative Director: Shota Hatanaka (HAKUHODO Kettle)
Producer: Keitaro Kamijo (HAKUHODO)
Art Director: Yuhei Ito (HAKUHODO)
Project Manager: Kentaro Muraishi (Freelance)
Technical Director: Yuto Kumon (HAKUHODO i-studio)
App Design: Shohei Hasegawa (Freelance)
iOS / Android Programmer: Takuya Asahida (HAKUHODO i-studio)
iOS / Android Programmer: Yuko Fujii (HAKUHODO i-studio)
Designer: Hayato Nagaoka (SESAME)
Designer: Misato Saito (SESAME)
Web Programmer: Masashi Ohashi (Freelance)
PR Producer: Wataru Seki (Material)
PR Director: Sota Haga (Material)
Event Producer: Hiroki Takeshita (TOW)
Event Producer: Ayako Takeda (TOW)
Photographer（Poster・Web）: Seiko Ishikawa (HAKUHODO PRODUCT'S)
Graphic Producer（Poster・Web）: Rui Goto (HAKUHODO PRODUCT'S)
Retoucher（Poster・web）: Yuji Hatakeyama (HAKUHODO PRODUCT'S)
Retoucher（Poster・web）: Yuki Nakazato (HAKUHODO PRODUCT'S)
Printer（Package）: Nikko Process (Nikko Process)
Stylist: Wataru Miura (Freelance)
Hair Making: Risa Kayano (Freelance)
Producer: Toshiyuki Takei (TOKYO)
Producer: Masayoshi Takayanagi (TOKYO)
Director: Kazuma Kitada (TOKYO)
Cameraman: Ryosuke Toyama (Freelance)
Cameraman: Ken Nobuhara (Freelance)
Editor: Ryuichi Hasegawa (TOKYO)
Production Manager: Rintaro Kozasa (TOKYO)
Production Manager: Minami Chiwaki (TOKYO)
Supporting Webpage: http://dentapple.jp/award/cann...
Describe the campaign/entry:
We created ‘Dentapple’, an apple with a dental test service that enables dental checkup just by biting into the hard apple made in Matsumoto.
By answering to questions regarding the pain or discomfort from biting the apple through your smartphone, dentists will diagnose the health and risk of your teeth.
When there’s pain biting an apple, there may be a risk for cavity. If it bleeds, there’s a risk for gum disease. If the jaw feels loose, a risk for jaw arthritis. Based on these symptoms, you will know the dental risks.
Creative Execution:
The dental checkup using the Dentapple is very simple.
First, authorize the sticker on the apple through a smartphone app.
Bite into the apple by following the navigation.
Answer questions as to whether you felt the pain when biting the apple, and send the picture.
The information will be diagnosed by associated dentists, and you will receive a diagnosis within 24 hours.
If you feel unsure about the diagnose, you can always make a reservation to your nearest dentist through GPS.
This ‘dental diagnosis apple’ started to go on the market on November 8th, the day to commemorate “Good Teeth Day” in Japan.
It was shipped out to many stores, and instantly gathered people’s attention.
Dentapple spread throughout Japan as an apple that connected a delicious apple and dental health as a “yummy dental checkup.”
This innovation by farmers made coverage throughout various media, and as a result received over 5 million dollars in media exposure.
Dentapple flew out of stores as an easy dental checkup, and sales of the apples from Matsumoto went up 155% from last year.
Furthermore, the Japan Dentistry Hygiene’s Association officially certified the Dentapple as the first ever agricultural crop which has made companies and schools to consider introducing this as an easy way for dental diagnosis.
“Apples connected to Mobile” raised the Japanese people’s awareness of dental health greatly.
It also made headlines throughout the world, and Dentapple widened the market outside of Japan. As of today, Dentapples are sold in 6 countries, mainly in Asia.
The idea of Dentapple that connected apples and mobile, lets you get a dental diagnoses with only one apple bite. It had spread throughout Japan as a “yummy dental checkup”.
Also Dentapple played a great role as a “Product media” promoting Matsumoto’s a hard but heavy for its size apples in supermarkets and greengrocer's.
Insights, Strategy and the Idea:
From old times, it has been a symbol for excellent teeth to be able to bite a whole hard apple from a cold region in Japan. In fact, that is a commonly used way to express healthy teeth in many dental TV commercials.
On the other hand, Japan has a world-class cavity population and more than 80 % of the nation have some kind of dental issues. But ‘Busy Japanese’ do not have the time to get regular dental checkup.
So we created ‘Dentapple’, an apple with a dental test service that enables dental checkup just by biting into the hard apple made in Matsumoto.