Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: KIRIN BEVERAGE COMPANY
Product/Service: GOGO TEA
Agency: DENTSU
Creative Director: Masa Inoue (Dentsu)
Creative Director: Akio Morita (Dentsu)
Art Director: Takahiro Tsuchiya (Dentsu)
Copywriter: Miho Azuma (Dentsu)
Planner: Asami Sakae (Dentsu)
Agency Producer: Yuna Kayukawa (Dentsu)
Account Executive: Wonseok Park (Dentsu)
Account Executive: Koichiro Fujita (Dentsu)
Web Producer: Shingo Iwata (Kayac)
Web Designer: Kohei Nishikawa (Kayac)
Flash Developer: Naoto Horiguchi (Kayac)
Director: Maki Yamamoto (Tohokushinsha Film)
Director: Aki Mizutani
Film Producer: Takaaki Baba (Tohokushinsha Film)
Film Producer: Shin Ebisawa (Tohokushinsha Film)
Film Producer: Yusuke Sasaki (Tohokushinsha Film)
Film Producer: Akihiro Mito (Tohokushinsha Film)
Cinematographer: Haruhi Fujii
Designer: Daisaku Koguchi (Taki)
Designer: Michiru Hikosaka (Taki)
Media placement: Web site - Web site - 11 June 2011
Media placement: Event - Koyo Grand Hotel - 03 September 2011
Describe the brief/objective of the direct campaign.
On March 11, 2011 The Great East Japan Earthquake rocked the Tohoku region of Japan. The region's children lost their friends, their families, their homes. They lost their smiles. For 25 years, as the best-selling bottled tea in Japan, Gogo Tea has delivered tea-time smiles to the faces of all Japan's people. So what can Gogo Tea do for the children of Japan in the face of this tragedy?
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To put smiles back on the children's faces! Provide children in the disaster area with the simple luxuries of cake and Gogo Tea. Deliver messages of support from people around Japan to comfort the children in the evacuation centres. Launch the ‘1 Click 1 Smile for Tohoku Children’ website to let people show their support by choosing the fruit toppings for the cakes. People were notified and traffic drawn through the banner Ads of Yahoo! Japan or other leading sites.
Explain why the creative execution was relevant to the product or service.
The cakes were delivered to the Big Tea Party for the children from the disaster area, in partnership with a local NPO. The more clicks on the website, the more children were invited to the party.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
1. Over the course of only 2 weeks of web promotion, 24,881 fruit toppings were added to cakes which allowed 500 disaster area kids to be invited.
2. The story was picked up by 69 media agencies in just the devastated region.
3. Sales increased by 20% during the campaign period, compared to the same period the previous year. The brand image was elevated. And smiles were restored to the children's faces.