VENDER CAT
DENTSU, Tokyo / YAMATO TRANSPORT CO. / 2016
Overview
Credits
Overview
CampaignDescription
While courier services may not attract a great deal of interest, cats, on the other hand, are quite a different matter. This is what sparked the creation of VENDER CAT, a huge irresistibly touchable cat-shaped sampling machine with fuzzy hair. The mechanism inside dispenses a packaging box through the mouth when the nose is pressed, and the more people who came to cuddle and pet the cat and so receive a box, the more we were able to convey how small the box is and how it works.
Execution
Box sampling using the VENDER CAT was carried out at the main stations of 10 cities nationwide, starting with Shinjuku Station, Tokyo, the busiest place in Japan. A total of 30,000 small packaging boxes featuring an original free gift inside were distributed as samples.
Outcome
The VENDER CAT was featured throughout the media and spread instantly through social networks, reaching 54 million people on Twitter. The campaign increased interest and desire to use the product among the younger target market, and a 235% rise deliveries was recorded compared to pre-implementation. The campaign successfully embedded the idea "use Yamato Transport if you're sending something small".
Relevancy
VENDER CAT is a huge cat-shaped sampling machine that people just can't resist touching. This VENDER CAT has succeeded in taking a courier service - a product not traditionally the most appealing - and effectively promoting it to a younger target market. That's why we would like to feature in Direct Lions.
Strategy
There is a cat boom underway in Japan, and social networks are awash with cat-related content like photos. We recognized this boom and approached our younger target market with a huge version of our black cat company trademark as a sampling machine, which encouraged people to grasp the small packaging box in their hands.
Synopsis
In Japan, the sending of small items such as books and T-shirts is continuing to increase due to the spread of Internet auctions. Yamato Transport, the transport company with the trademark black cat, launched a delivery service where small items can be sent using an exclusive box. However, the service had trouble spreading because delivery services don't tend to generate much excitement among younger target markets.
More Entries from Use of Ambient Media: Large Scale in Direct
24 items
More Entries from DENTSU
24 items
