Soba Allergy Tattoo Checker|短视频|广告营销案例【ADGuider广告指南】

荞麦面过敏纹身检查器

案例简介：战略受日元贬值的影响，到访日本的外国游客不断增加。大约。2015年有 1400万名外国游客来到日本，比前一年多 50%。在过去的 5 年里，它继续保持两位数的增长。由于游客数量的增加，越来越多的外国游客接触日本食物。然而，几乎没有人知道荞麦面可能会导致严重的过敏反应。每年在日本的外国游客中，至少有 13,000 对荞麦面过敏。因此，我们需要警告他们风险，让他们享受旅行和安全食用荞麦面。执行 Soba 过敏纹身检查器使用一种常用的过敏测试方法; 皮肤点刺测试。将贴纸贴在皮肤上后，Soba-yu (煮沸 Soba 后收集的残余水) 被上釉。除了作为胶水，这种荞麦面也作为过敏原。纹身设计的某些部分是故意透明的，所以当出现过敏反应时，皮肤的发红就会显现出来，就好像图案在颜色上爆发一样。有 7 种不同的设计可供选择，这些原始设计采用浮世绘风格 (日本木刻版画)，类似于传统的日本艺术品，往往会吸引游客。为了进一步激活这个想法，我们通过启动过敏测试事件提供了贴纸的真实体验。我们打算引起轰动，并专注于外国游客的热门地区; 北海道的一个滑雪胜地和东京著名寺庙的一个区。结果关于这一激活的消息立即在全国和海外传播，仅在社交媒体上就获得了超过 400万的影响力。超过 300 种媒体都以这个话题为主题，包括在线新闻、博客、报纸、杂志、广播和电视节目。令人惊讶的是，它在一个月内也获得了超过 2000万的媒体印象。许多不同类别的媒体报道了这种激活，包括旅行者、生活在日本的外国人、食物、烹饪、医疗、设计和科学年轻人的娱乐, 在包括外国游客在内的许多人中间引起了巨大的轰动。在这一结果之后，我们的客户进行了一项店内研究，预计外国游客对荞麦面过敏的认识会大大提高，从 2% 上升到 33%。相关性荞麦面 (荞麦面) 是日本菜的代表，可能会引起严重的过敏反应。为了让外国游客了解这一点，我们开发了一个简单有趣的过敏测试工具。我们还打算通过这种激活来产生嗡嗡声，尽可能提高对荞麦面过敏的认识，让游客安全地享受荞麦面。概要日本吸引了来自世界各地的外国游客。其中一个受欢迎的景点是美味健康的日本食物。荞麦面 (荞麦面) 是一种代表性的日本菜肴，在外国人中很受欢迎，因为它因其低 GI 而被认为对美容和健康有好处。然而，几乎没有人知道荞麦面可能会导致严重的过敏反应。像花生一样，它甚至可能导致过敏性休克。仍然几乎没有游客在国外旅行时会在诊所停下来做过敏测试。活动描述应富士 Soba (日本最大的 soba 餐厅连锁) 和 230 Soba 街头推广委员会 (Soba 餐厅协会) 的要求，开发了 Soba 过敏纹身检查器, 一个简单有趣的过敏测试贴纸。贴纸设计的主题是吸引外国人的浮世绘 (日本木刻版画)。当将贴纸涂在皮肤上时，如果有过敏反应，设计的一部分会闪闪发光。过敏测试并不是特别令人兴奋的事情，然而，过敏纹身检查器增加了一个娱乐元素，使得 soba 过敏测试成为一个难忘而愉快的旅行体验。

荞麦面过敏纹身检查器

案例简介：Strategy Influenced by cheaper yen, foreign tourists visiting Japan is ever-increasing. Approx. 14 million foreign tourists came to Japan in 2015, which was 50% more than the previous year. It continues double-digit growth in the past 5 years. Due to the increasing number of tourists, more and more foreign visitors are coming in contact with Japanese food. However, almost none of them know that soba may cause serious allergic reactions. Among the foreign tourists in Japan each year, at least 13,000 are allergic to soba. Thus we needed to warn them about the risk to let them enjoy travelling and eating soba safely. Execution The Soba Allergy Tattoo Checker uses a commonly used allergy test method; the skin prick test. After placing the sticker on the skin, Soba-yu (residual water collected after boiling Soba) is glazed over. As well as acting as the glue, this Soba-yu also acts as allergen. Certain parts of the tattoo design are intentionally made transparent, so when there is an allergic reaction, the redness of the skin shows through, as if the design flared up in color. There are 7 different designs available and these original designs adopt a Ukiyoe-style (Japanese woodblock prints) that resemble traditional Japanese artwork which tends to attract tourists. To further activate this idea, we offered real experiences of the sticker by launching allergy test events. We intended to generate buzz and focused on popular areas for foreign tourists; a ski resort in Hokkaido and a district of a well-known temple in Tokyo. Outcome News on this activation immediately spread nationwide and overseas, gaining over 4 million Reach only on social media. More than 300 media vehicles featured this topic, including online news, blogs, newspapers, magazines, radio and TV programs. Surprisingly, it also gained over 20 million Media Impressions within a month. Many different categories of media covered this activation including those for travelers, foreigners living in Japan, food, cooking, medical, design, and entertainment for the young to science, creating a huge buzz across many people including foreign tourists. Following this outcome, our client conducted an in-store research which projected a great improvement in awareness of Soba allergy among foreign tourists, growing from 2% to 33%. Relevancy Soba (buckwheat noodle), a representative Japanese dish, may cause serious allergic reactions. In order to inform foreign tourists about this, we developed a tool for an easy and fun allergy test. We also intended to generate buzz through this activation as a trigger and increase awareness of soba allergy as much as possible, allowing tourists to enjoy soba safely. Synopsis Japan attracts foreign tourists from across the globe. One of the popular attractions is tasty and healthy Japanese food. Soba (buckwheat noodle), a representative Japanese dish, is popular among foreigners as it is believed to be good for beauty and health due to its low GI. However, almost none of them know that soba may cause serious allergic reactions. Like peanuts, it may even result in anaphylactic shock. Still virtually no tourists will stop at a clinic for an allergy test while travelling abroad. CampaignDescription At the request of Fuji Soba (Japan’s largest soba restaurant chain) and 230 Soba Street Promotion Committee (Soba restaurant association), we developed Soba Allergy Tattoo Checker, a sticker for an easy and fun allergy test. The sticker design is in the motif of Ukiyoe (Japanese woodblock prints) attractive to foreigners. When applying the sticker to the skin, if there is an allergic reaction, a part of the design flares up in color. Allergy tests are not something that is particularly exciting, however, the Allergy Tattoo Checker added an entertainment element to it, making soba allergy testing a memorable and enjoyable travel experience.