Category: Other Consumer Products (including Durable Goods)
Advertiser: MITSUBISHI RAYON CLEANSUI
Product/Service: HOME WATER PURIFIERS
Agency: BEST PROJECT
Staff Member: Yukari Mizohara (Mitsubishi Rayon Cleansui Co.)
Marketing Planning/Sales Department: Daisuke Fujii (Best Project Co.)
Media placement: TV Show - Fuji TV - 1 December 2011
Media placement: Website - YouTube - 15 December 2011
Media placement: Website - GIGAJIN - 1 June 2011
Describe the brief/objective of the direct campaign.
We aimed to boost product competitiveness by showing its top purifying performance. We filmed an in-house experiment filtering orange juice and rust-filled water and showed the video in stores to help customers visualise the product’s purifying performance, i.e. the functionality of the hollow fibres.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Because water is clear, it is impossible to differentiate tap water from purified water. By using coloured water such as orange juice and rust-filled water in a filtering experiment, we were able to visualise the purifying power of the water filter. We played this video at PR events and sales areas and conducted water filtering demonstrations. We also created many opportunities for customers to view the video by uploading it to the company’s website, YouTube, and GIGAZINE, a product comparison site.
Explain why the creative execution was relevant to the product or service.
By implementing PR events, playing the video at sales areas, performing water-purification demonstrations and uploading the video to the company website, we increased video exposure opportunities and succeeded in effectively conveying the product’s brand image to consumers. This powerful video, which enables viewers to understand the effects of water filtration at a glance, transcended barriers of language and provided an opportunity to convey the importance of water to the people of the world.
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.
Approximately 60,000 people followed the video we uploaded to the product comparison website GIGAZINE. It was featured on Yahoo! News and received as many as 160,000 hits. Sales in Japan achieved a 40% increase.