Brand Experience and Activation > Digital & Social
CONCENTRATION WATCH
DENTSU, Tokyo / FT SHISEIDO CO. / 2016
Overview
Credits
Overview
CampaignDescription
In order to solve this problem, we researched the benefits of the product with a neuroscientist. We found a tweet by a user saying “SEA BREEZE makes me feel nice and cool so I can concentrate on my study”. With this as a first opportunity, we found out that putting SEA BREEZE on the neck actually boosts our concentration while studying. The end of the summer in Japan is the entrance exam season and many students, or our targets, focus on their study. So we used the finding as a fact and created a new perception, “SEA BREEZE goes well with study”.
Execution
We named the service “CONCENTRATION WATCH”. This service is offered as website content on mobile browser, and is the world’s first website to “watch you”. The mobile website is created to support concentration towards studying. By using the 3 sensors of the smartphone “gyro” “built-in camera” and “microphone” it detects that the user is not “playing with the smartphone” “away from the desk too long” or “fallen asleep”. When it detects lack of concentration, its notices the user and leads him back to studying.
Outcome
The sales went up by 160% after Concentration Watch was launched. As a result, the market size grew by 130% compared to last year. We defied the common wisdom that the products don't sell in autumn and winter. The brand has been taken up in a range of media as a result of these improvements and has successfully become a topic of wide discussion among the target segment. Searchina, a news website covered this service saying “Is SEA BREEZE now essential for examination study? Joint work with brain scientists brings benefits in improved concentration”. Eventually, the service succeeded in getting support from many teenagers.
Relevancy
Because, this work was achieved a target activation and sales growth, market size growth.
Strategy
As described above, our main targets are middle and high school students. We focused on the fact that 96% of them have problem with concentrating on their study. To enhance the brand image that SEA BREEZE boosts up your concentration, we came up with a new service to help these students.
Synopsis
SEA BREEZE is a top summer deodorant brand loved by many middle and high school students. However, it was facing a problem that their sales decrease when summer ends. Our mission was to sell the deodorant in the freezing winter, a mission which seems impossible at first glance.
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