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土壤餐厅
案例简介：描述活动/条目 Protoleaf 是日本园艺土壤品牌。家庭园艺在日本很受欢迎; 然而，对福岛核辐射的担忧导致消费者质疑土壤安全 -- 即使是在商店购买的产品中。我们想让我们的利益攸关方，包括消费者和贸易，认识到惊人的质量和安全的产品。 如果土壤是很安全的，你可以吃吗？为了展示我们的土壤质量和安全，我们与米其林三星级厨师一起开设了 “土壤餐馆”，他用 Protoleaf 土壤作为主要原料制作了一顿丰盛的饭菜。本店是对公众开放的收费 $100 计算。 顾客和媒体把它吃掉了: 媒体蜂拥到土壤餐厅，不仅在日本，而且在世界各地的近 20 个国家都有大规模的报道，包括有线电视新闻网的报道, 哥伦比亚广播公司和英国广播公司。通过零媒体投资，并且只使用土壤本身，我们向世界清楚地展示了产品的安全性。总的免费暴露价值约为 8,900,000 美元，因此，随着销售额比前一年飙升至 130%，消费者感到再次购买土壤是安全的。这意味着人们可以再次回到自己的花园和生产自己的食物。无论是业余爱好或自给自足，现在消费者们将土壤不同，作为一个组成部分食品生产，甚至可以吃的东西。 描述客户的简报 为了恢复品牌的信誉，消除对产品安全的担忧，鼓励消费者再次购买土壤，我们希望让我们的利益相关者，包括消费者和贸易, 认识到惊人的质量和安全的产品。然而，自灾难以来，Protoleaf 的业务停滞不前。此外，科学研究，证明该产品的安全性是昂贵的，几乎没有预算的广告。我们不得不从危机中拯救品牌和产品，几乎一无所有。 结果 顾客和媒体吃了: 一周内，3 家电视台、 1 家报纸和 58 家新闻网站报道了土壤餐厅。它在全国范围内变得流行，在推特和脸谱网上充斥着评论。一个电视节目采访的副总裁 Protoleaf，与该公司的激情的国土安全土可以深入了解消费者。媒体继续走访了土菜馆、在日本引起广泛的覆盖范围和近月世界各国，包括设在美国有线电视新闻网、哥伦比亚广播公司、英国广播公司和探索频道。这个简单的概念已积累了约 $8,900,000 的贷款总额与不受媒体关注的投资。仅使用土壤本身，我们向世界明确证明了我们的产品和日本土壤的安全性。因此，随着销售额比前一年飙升至 130%，消费者感到再次购买土壤是安全的。人们可以退货，园艺和生产自己的食物。 执行 2013年1月17日，餐厅向公众开放，每人收费 100 美元。开业前，我们通过邮件向 20 家媒体发送了新闻稿，包括园艺杂志、美食杂志、全国性报纸和网站。我们在邮件中附上了带有 “土壤冰霜” 图像和完整的土壤菜单的公司信息卡。在有影响力的图像上的卡和菜单，引起了记者的好奇心和激励他们的餐厅。此后，所有我们需要做的是确保本店客人处理高质量 'soil' 晚餐。 形势 自 2011 年以来，福岛核电站的地震和海啸造成的灾难，日本民众深感关切，国土安全，即使是在商店买的产品。Protoleaf 是日本园艺土品牌，信誉的品牌已经动摇了。要取得突破性进展的情况，他们要求的技术机构来审查其境内的安全。他们最终证明是在决定重新启动其土壤作为 “安全和高品质的 100% 有机棉 soil'。 战略 如果土壤如此安全，你真的可以吃吗？以令人信服地展示我们的土壤质量和安全性，我们打算给大家吃土的经验。我们开设了 “土菜馆” 用一个月米其林星级厨师创造全套餐用 Protoleaf 土壤的主要成分。我们的战略是要改变消息土到消息的餐厅。人们热衷于谈论餐馆。我们相信这种颠覆性的方法 -- 基于一位认证良好的厨师准备的高质量的全餐 -- 将会引起媒体和消费者的关注，从而推动嗡嗡声和传递我们的信息，而不需要媒体的投资。
土壤餐厅
案例简介：Describe the campaign/entry Protoleaf is a Japanese gardening soil brand. Home gardening is very popular in Japan; however, concerns about nuclear radiation from Fukushima had caused consumers to question soil safety – even in store-bought products. We wanted to let our stakeholders, including consumers and trade, recognize the surprising quality and safety of the product. What if the soil was so safe, you could actually eat it? To showcase our soil quality and safety, we opened 'The Soil Restaurant' with a Michelin 3-star chef who created a full course meal using Protoleaf Soil as the main ingredient. The restaurant was open to the public and charged $100 per person. Customers and Media ate it up: Media flocked to the The Soil Restaurant, resulting in massive coverage not only in Japan but in nearly 20 countries throughout the world as well, including features on CNN, CBS and BBC. With zero media investment, and only using the soil itself, we clearly demonstrated the product safety to the world. The total free exposure was valued at approximately US$8,900,000, and, as a result, consumers felt safe to buy soil again as sales surged to 130% versus the previous year. This meant people could once again return to their gardens and producing their own food. Whether for hobby or self-sufficiency, consumers now think of their soil differently, as a more integral part of food production – and something that can even be eaten. Describe the brief from the client In order to recover the brand’s credibility, remove concerns about product safety and encourage consumers to buy soil again, we wanted to let our stakeholders, including consumers and trade, recognize the surprising quality and safety of the product. However, since the disaster, Protoleaf’s business had stagnated. Further, the scientific study that proved the product’s safety was costly, leaving very little budget for advertising. We had to save the brand and product from the crisis, with next to nothing. Results Customers and Media ate it up: Within one week, 3 TV stations, 1 newspaper and 58 news websites reported on The Soil Restaurant. It became popular nationally, filling Twitter and Facebook with comments. A TV program interviewed the VP of Protoleaf, and the company’s passion for soil safety soil could be deeply understood by consumers. The media continued to visit The Soil Restaurant, creating massive coverage in Japan and nearly 20 countries throughout the world, including features on CNN, CBS, BBC and the Discovery Channel. This simple idea racked up approximately US$8,900,000 in total exposure with zero media investment. Using only the soil itself, we definitively proved the safety of our product, and of Japanese soil, to the world. As a result, consumers felt safe to buy soil again as sales surged to 130% versus the previous year. People could return to gardening and producing their own food. Execution On January 17, 2013, the restaurant was open to the public and charged $100 per person. Before opening, we sent a news release to 20 media, including gardening magazines, gourmet magazines, national newspapers and web news sites, by mail. We enclosed corporate message card with 'soil ice cream' image and a full course soil menu in the mailing. The impactful image on the card and the menu list stirred up journalistic curiosity and motivated them come to the restaurant. After that, all we needed to do was ensure the restaurant visitors were treated to a high quality ‘soil’ dinner. The Situation Since 2011, Fukushima nuclear power plant’s disaster caused by earthquake and tsunami, Japanese people have become deeply concerned about soil safety, even in store-bought products. Protoleaf is a Japanese gardening soil brand, and the credibility of their brand had been shaken. To make a breakthrough in the situation, they asked a technical institution to examine their soil’s safety. They definitively proved the safety and decided to re-launch their soil as 'safe and high quality 100% organic soil'. The Strategy What if the soil was so safe, you could actually eat it? To convincingly showcase our soil quality and safety, we planned to offer everyone an experience of eating soil. We opened “The Soil Restaurant” with a Michelin 3-star chef who created a full course meal using Protoleaf Soil as the main ingredient. Our strategy was to change news about soil into news about a restaurant. People just love to talk about restaurants. We believed this disruptive approach – based on a high quality full-course meal prepared by a well-credentialed chef – would create media and consumer attention to drive buzz and transmit our message without the need for media investment.
THE SOIL RESTAURANT
案例简介：描述活动/条目 Protoleaf 是日本园艺土壤品牌。家庭园艺在日本很受欢迎; 然而，对福岛核辐射的担忧导致消费者质疑土壤安全 -- 即使是在商店购买的产品中。我们想让我们的利益攸关方，包括消费者和贸易，认识到惊人的质量和安全的产品。 如果土壤是很安全的，你可以吃吗？为了展示我们的土壤质量和安全，我们与米其林三星级厨师一起开设了 “土壤餐馆”，他用 Protoleaf 土壤作为主要原料制作了一顿丰盛的饭菜。本店是对公众开放的收费 $100 计算。 顾客和媒体把它吃掉了: 媒体蜂拥到土壤餐厅，不仅在日本，而且在世界各地的近 20 个国家都有大规模的报道，包括有线电视新闻网的报道, 哥伦比亚广播公司和英国广播公司。通过零媒体投资，并且只使用土壤本身，我们向世界清楚地展示了产品的安全性。总的免费暴露价值约为 8,900,000 美元，因此，随着销售额比前一年飙升至 130%，消费者感到再次购买土壤是安全的。这意味着人们可以再次回到自己的花园和生产自己的食物。无论是业余爱好或自给自足，现在消费者们将土壤不同，作为一个组成部分食品生产，甚至可以吃的东西。 描述客户的简报 为了恢复品牌的信誉，消除对产品安全的担忧，鼓励消费者再次购买土壤，我们希望让我们的利益相关者，包括消费者和贸易, 认识到惊人的质量和安全的产品。然而，自灾难以来，Protoleaf 的业务停滞不前。此外，科学研究，证明该产品的安全性是昂贵的，几乎没有预算的广告。我们不得不从危机中拯救品牌和产品，几乎一无所有。 结果 顾客和媒体吃了: 一周内，3 家电视台、 1 家报纸和 58 家新闻网站报道了土壤餐厅。它在全国范围内变得流行，在推特和脸谱网上充斥着评论。一个电视节目采访的副总裁 Protoleaf，与该公司的激情的国土安全土可以深入了解消费者。媒体继续走访了土菜馆、在日本引起广泛的覆盖范围和近月世界各国，包括设在美国有线电视新闻网、哥伦比亚广播公司、英国广播公司和探索频道。这个简单的概念已积累了约 $8,900,000 的贷款总额与不受媒体关注的投资。仅使用土壤本身，我们向世界明确证明了我们的产品和日本土壤的安全性。因此，随着销售额比前一年飙升至 130%，消费者感到再次购买土壤是安全的。人们可以退货，园艺和生产自己的食物。 执行 2013年1月17日，餐厅向公众开放，每人收费 100 美元。开业前，我们通过邮件向 20 家媒体发送了新闻稿，包括园艺杂志、美食杂志、全国性报纸和网站。我们在邮件中附上了带有 “土壤冰霜” 图像和完整的土壤菜单的公司信息卡。在有影响力的图像上的卡和菜单，引起了记者的好奇心和激励他们的餐厅。此后，所有我们需要做的是确保本店客人处理高质量 'soil' 晚餐。 形势 自 2011 年以来，福岛核电站的地震和海啸造成的灾难，日本民众深感关切，国土安全，即使是在商店买的产品。Protoleaf 是日本园艺土品牌，信誉的品牌已经动摇了。要取得突破性进展的情况，他们要求的技术机构来审查其境内的安全。他们最终证明是在决定重新启动其土壤作为 “安全和高品质的 100% 有机棉 soil'。 战略 如果土壤如此安全，你真的可以吃吗？以令人信服地展示我们的土壤质量和安全性，我们打算给大家吃土的经验。我们开设了 “土菜馆” 用一个月米其林星级厨师创造全套餐用 Protoleaf 土壤的主要成分。我们的战略是要改变消息土到消息的餐厅。人们热衷于谈论餐馆。我们相信这种颠覆性的方法 -- 基于一位认证良好的厨师准备的高质量的全餐 -- 将会引起媒体和消费者的关注，从而推动嗡嗡声和传递我们的信息，而不需要媒体的投资。
THE SOIL RESTAURANT
案例简介：Describe the campaign/entry Protoleaf is a Japanese gardening soil brand. Home gardening is very popular in Japan; however, concerns about nuclear radiation from Fukushima had caused consumers to question soil safety – even in store-bought products. We wanted to let our stakeholders, including consumers and trade, recognize the surprising quality and safety of the product. What if the soil was so safe, you could actually eat it? To showcase our soil quality and safety, we opened 'The Soil Restaurant' with a Michelin 3-star chef who created a full course meal using Protoleaf Soil as the main ingredient. The restaurant was open to the public and charged $100 per person. Customers and Media ate it up: Media flocked to the The Soil Restaurant, resulting in massive coverage not only in Japan but in nearly 20 countries throughout the world as well, including features on CNN, CBS and BBC. With zero media investment, and only using the soil itself, we clearly demonstrated the product safety to the world. The total free exposure was valued at approximately US$8,900,000, and, as a result, consumers felt safe to buy soil again as sales surged to 130% versus the previous year. This meant people could once again return to their gardens and producing their own food. Whether for hobby or self-sufficiency, consumers now think of their soil differently, as a more integral part of food production – and something that can even be eaten. Describe the brief from the client In order to recover the brand’s credibility, remove concerns about product safety and encourage consumers to buy soil again, we wanted to let our stakeholders, including consumers and trade, recognize the surprising quality and safety of the product. However, since the disaster, Protoleaf’s business had stagnated. Further, the scientific study that proved the product’s safety was costly, leaving very little budget for advertising. We had to save the brand and product from the crisis, with next to nothing. Results Customers and Media ate it up: Within one week, 3 TV stations, 1 newspaper and 58 news websites reported on The Soil Restaurant. It became popular nationally, filling Twitter and Facebook with comments. A TV program interviewed the VP of Protoleaf, and the company’s passion for soil safety soil could be deeply understood by consumers. The media continued to visit The Soil Restaurant, creating massive coverage in Japan and nearly 20 countries throughout the world, including features on CNN, CBS, BBC and the Discovery Channel. This simple idea racked up approximately US$8,900,000 in total exposure with zero media investment. Using only the soil itself, we definitively proved the safety of our product, and of Japanese soil, to the world. As a result, consumers felt safe to buy soil again as sales surged to 130% versus the previous year. People could return to gardening and producing their own food. Execution On January 17, 2013, the restaurant was open to the public and charged $100 per person. Before opening, we sent a news release to 20 media, including gardening magazines, gourmet magazines, national newspapers and web news sites, by mail. We enclosed corporate message card with 'soil ice cream' image and a full course soil menu in the mailing. The impactful image on the card and the menu list stirred up journalistic curiosity and motivated them come to the restaurant. After that, all we needed to do was ensure the restaurant visitors were treated to a high quality ‘soil’ dinner. The Situation Since 2011, Fukushima nuclear power plant’s disaster caused by earthquake and tsunami, Japanese people have become deeply concerned about soil safety, even in store-bought products. Protoleaf is a Japanese gardening soil brand, and the credibility of their brand had been shaken. To make a breakthrough in the situation, they asked a technical institution to examine their soil’s safety. They definitively proved the safety and decided to re-launch their soil as 'safe and high quality 100% organic soil'. The Strategy What if the soil was so safe, you could actually eat it? To convincingly showcase our soil quality and safety, we planned to offer everyone an experience of eating soil. We opened “The Soil Restaurant” with a Michelin 3-star chef who created a full course meal using Protoleaf Soil as the main ingredient. Our strategy was to change news about soil into news about a restaurant. People just love to talk about restaurants. We believed this disruptive approach – based on a high quality full-course meal prepared by a well-credentialed chef – would create media and consumer attention to drive buzz and transmit our message without the need for media investment.
土壤餐厅
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THE SOIL RESTAURANT
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