SOBA ALLERGY TATTOO CHECKER

J. WALTER THOMPSON JAPAN, Tokyo / 230 SOBA STREET PROMOTION COMMITTEE OFFICIALLY SUPPORTED BY SAPPORO CITY / 2016

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Overview

Credits

Overview

CampaignDescription

To test for soba allergy in a fun and simple way, to let visitors slurp their soba safely, we developed a Soba Allergy Tattoo Checker. Designed to look like Japanese tattoos, it flares up in color, if there is an allergic reaction, making the design much cooler. The allergy tattoo checker was developed under the medical supervision of a dermatologist, Dr. Mami Nomura.

Execution

The stickers come in traditional Japanese tattoo designs, popular worldwide. The recipients may choose from several designs. This allergy checker uses the prick test technology, and the soba-yu water used to apply the tattoo sticker doubles as the allergen and adhesive. If the design part of the stickers turns red, the recipient is allergic to soba. Soba-yu water is used to cook the soba, and is available at any soba restaurant.

Outcome

According to a survey conducted by the committee, soba allergy awareness among the foreign visitors has gone up from 2% to 33% post promotion. This promotion also pushed the status of restaurants in 230 Soba Street Promotion Committee, as a label of trust for taking special allergy precautions, increasing the foreign visitors to 232%, and sales to 251%. This promotion obtained the official sponsorship of Sapporo city, and generated 35.5 million Yen in PR value.

Strategy

In recent years, ski resorts in Niseko has become a popular vacation destination for foreign visitors. But among these foreign visitors in Hokkaido, each year 1500 are presumed to be allergic to soba. However, according to a survey by 230 Soba Street Promotion Committee, only about 2% were aware of soba as an allergen, and virtually no tourist will stop for an allergy test while traveling abroad. To resolve this issue, we created a fun and simple soba allergy checker that the tester would want to share with friends as a memorable moment of the trip.

Synopsis

Hokkaido, with its fantastic snow and food, attracts visitors from across the globe. One of the must-try Japanese foods is soba (buckwheat noodle), but most foreign visitors are unaware that soba can cause a serious allergic reaction, like peanuts. Our challenge was to raise awareness of soba allergy amongst foreign visitors, and to promote 230 Soba Street Promotion Committee as a label of trust for the participating restaurants. 230 Soba Street Promotion Committee is an organization of Soba restaurants in Hokkaido.

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