86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.

Category

Award

BANANA TROPHY

Grand Prix

Case Film

Presentation Board

ClientDOLE JAPAN
ProductDOLE BANANA
EntrantDENTSU Y&R Tokyo, JAPAN
Type of EntryDigital & Social
CategoryUse of Social in a PR campaign
TitleBANANA TROPHY
Product/ServiceDOLE BANANA
Entrant Company : DENTSU Y&R Tokyo, JAPAN
Advertising Agency : DENTSU Y&R Tokyo, JAPAN
Credits
Name Company Position
Yuki Fuse Dentsu Young/Rubicam Inc. Chief Producer/Planning Director
Shoichi Yamakawa Dentsu Young/Rubicam Inc. Account Director
Naoko Gotoh Dentsu Young/Rubicam Inc. Account Director
George So Sugitomo DENTSU INC. Creative Director/Planner
Naoki Mori DENTSU INC. Agency Producer
Naru Kudo DENTSU TEC INC. Agency Producer/Director
Mai Shibatani DENTSU INC. Art Director
Nao Otani DENTSU INC. Copywriter
Noriko Osumi DENTSU INC. Planner/Copywriter
Yoshiaki Shiota DENTSU INC. Producer
Takashi Okada East Crew Inc. Event Director
Takeshi Kobayashi/Ayaka Yamaguchi Dentsu Event Operations Inc. Event Director
Hajime Kuwashima Iret Inc. Technical Director
Eriko Shioya/Masaru Nishioka DENTSU TEC INC. Designer/Assistant Director
Jun Kawashima/Kent Mori Puzzle Inc. Web Director/Web Designer
Ryuichi Hasegawa/Takamichi Saito/Wataru Abe Puzzle Inc. Editor/Assistant Director/Markup Engineer
Kenji Muramatsu/Shoichi Suwa/Ken Nobuhara/Masashi Tomihara TAIYO KIKAKU Co./Ltd. Producer
Takeshi Izumida/Junichi Kato TAIYO KIKAKU Co./Ltd. Director/Cinematographer
Saori Kiryu/Kana Okui/Nozomi Yokoyama Platinum Inc. Pr Planner
Ryusei Yoshimoto Dentsu Young/Rubicam Inc. Account Planner
DENTSU TEC INC. Additional company
TAIYO KIKAKU Co.,Ltd. Additional company
puzzle inc. Additional company
Hiromi Ohtaki Dole Japan,Inc. Marketing Senior Manager

Describe the campaign/entry:

Japan’s largest marathon race is TOKYO MARATHON 2014 with over 36,000 runners. Dole sponsored this race, but wanted to be remembered as not just a plain fruit. Dole’s banana is extra sweet, delicious and most importantly the best nutritious energy supply for all marathoners. Dole wanted to brand the banana, the ultimate of all bananas. So we create an ultimate banana that could be used as PR and that no one will forget. BANANA TROPHY The participants first try a “BANANA TROPHY” lottery through facebook, limited to Tokyo marathoners only. If they win, all they had to do was run the race, without any smartphone or apps to download. When the runner crosses the finish line, the TOKYO MARATHON official RFID on the marathoners shoe will be detected by a special “BANANA TROPHY” web system. Which automatically sends a “JUST FINISHED TOKYO MARATHON 2014!” post onto the runners’ facebook. The runners’ friends can congratulate their finish and all the feedback is collected through the web, which automatically transforms into the “BANANA TROPHY” in real-time at the finish line. The trophy had the marathoners’ name, finish time and cheers from facebook friends printed directly onto the Dole banana, by linking the web to a specially constructed printer using edible ink. Only 200 lucky runners won the “BANANA TROPHY” but the idea was to make PR valuable news that could be spread to even the non-runners as well.

Describe the brief from the client:

The goal was to create PR valuable news using the Dole banana and the whole experience to getting it. To directly print a personal message with the participants’ name and information on a banana was news by itself. To do it in real-time on the spot was even bigger news, especially for a marathoner who had just finished a 42.195km run exhausted. The banana is a commodity fruit, so creating a special experience around the Dole banana was necessary, and that is what we aimed for.

Results:

Buzz like “The banana too precious to eat!” swept the web and was shared 720,000 times. The “BANANA TROPHY” was broadcasted even on the national news. Media cost was zero, but the total coverage was worth over 1,100,000 USD. The news reached more than 28,000,000 people grasping the hearts of all runners and more. A national market survey showed that, 95.3% changed their impression of Dole to extremely good 83.5% strongly considered buying “Dole’s banana” Sales went up 115% the next month onwards, and Dole became the most unforgettable banana not only to the runners, but to the whole nation. All of the runners couldn’t and didn’t want to eat the “BANANA TROPHY” because it was too precious and memorable.

Execution:

When the runner crossed the finish line, the official RFID on the marathoners shoe triggered and automatically sent a “JUST FINISHED TOKYO MARATHON 2014!” post onto the runners’ facebook. The runners’ friends congratulated their finish and the feedback was collected through the web, which automatically transformed into the “BANANA TROPHY” in real-time. The trophy had the marathoners’ name, finish time and cheers from facebook printed directly onto the Dole banana, by linking the web to a specially constructed printer. The campaign ran according to plan with no problems along the way, except for the massive typhoon that hit the Philippine Islands on Nov. 4th 2013. All of the Dole bananas are imported from the Philippines, and due to this natural disaster, there was of shortage of bananas.

The Situation:

Japan’s largest marathon race is TOKYO MARATHON 2014 with over 36,000 runners. Dole sponsored this race, but wanted to be remembered as not just a plain fruit. Dole’s banana is extra sweet, delicious and most importantly the best nutritious energy supply for all marathoners. Dole wanted to brand the banana, the ultimate of all bananas.

The Strategy:

The strategy was to grasp the hearts of the runners when they received a Dole banana. In order to do so, we needed to create an ultimate Dole banana no one will forget. BANANA TROPHY A memorable trophy made from a Dole banana, that the runner would be sure to love and share onto their SNS. Also a trophy so golden and special that the web and mass media could not ignore.