Creative Media Planning
To maximize marketing impact, Dentsu provides its clients with unique media strategies that involve media planning built around highly creative concepts. Recently, international advertising awards have created a new category for this type of media solution, and Dentsu's work has been recognized internationally
Suntory Limited: Diet Light Beer, "One-Half of the Calories, One-Half of the Ad"
Media Lion, Cannes Lions 2002
As a suitable medium for its target audience, this very clever ad was featured in newspapers. To impact its audience further, the page was divided in two, carrying the message "One-Half of the Calories, One-Half of the Ad." The efficacy of the execution together with the sophisticated printing technology generated a substantial amount of global recognition for the advertising.
Myojo Foods Co., Ltd / Shogakukan Inc. : "3-Minute Comic Project"
Media Lion, Cannes Lions 2002
Because a new target was discovered－comic book readers who also patronize convenience stores－mini-sized comic books published by shogakukan that can be read within three minutes were inserted into the packages of Myojo instant fried noodles sold at convenience stores. The aim of this campaign was two-fold; to increase the sales of both comic books and instant fried noodles by instilling in consumers the idea that they can read comic material while making instant noodles. This scheme was received well thanks to the unique strategy of utilizing instant noodles as medium.
J-Wave Inc.: New location announcement, "J-Wave Singing Tower Project"
Grand Prize, London International Advertising Awards 2004/ Bronze Award, Clio Awards 2004 / Gold Award, Asia-Pacific Advertising Festival 2004
" The Singing Tower," a symbol of Roppongi Hills, illuminated with green lights to form the world's largest audio display indicator. The light dances to the audio from the FM station "J-WAVE," which broadcasts from the same building.
NTT-Resonant Inc.: goo, "goo on Shibuya"
Silver Award, Clio Awards 2004 / Silver Award, Asia-Pacific Advertising Festival 2004
The goo search engine was promoted in Shibuya, Tokyo, by having about 1,000 passersby walk the streets in sweatshirts announcing the annual ranking of the search terms and a giant display of the two Japanese characters for "search" displayed on a wall.
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