Kentaro Kimura’s “How to Boil The World?” has nothing to do with hot water. Instead it’s about bringing the brand experience to the consumer. According to Kentaro, who is both Planning Director and Creative Director at Hakuhodo Kettle, one thing that makes an experience so special is The Moment. The Moment, in the right combinations, will add depth and breadth to the consumer’s brand experience. In plain speak, it makes The Moment makes any moment the consumer spends with the brand memorable, enriching and irresistible.
Find the moment, the most relevant place and time for your product to interact with the consumers.
He cites a steamed Chinese bun that had lost popularity with the Japanese consumers. His team deduced that the bun—hot, filling and energizing—would be most irresistible in a place where the consumer is cold, hungry and far from a kitchen. The perfect place for such a moment? A ski lift. And that’s where Hakuhodo Kettle proceeded to advertise the brand, with posters on the backs of the seats.
Create the moment or how to design the event and offer a brand experience that attract the audiences. To illustrate, Kentaro presented the Shisheido Peace Mirror, a marvelous digital/OOH campaign that allowed female commuters, anxious about their appearance, consulted a computer in the train station. Capturing each woman’s image on a webcam, the computer transformed the monitor into a virtual mirror, in which the woman’s reflection advised her on how to best care for her skin.
Fuel the moment, or how you connect the consumers with the brand, let them participate and spread excitement and enthusiasm to the others. Kentaro offers the Sony Color Bravia, in which the agency allowed internet users to change the color of the Sony Building in Tokyo (with the help of thousands of LED bulbs covering the walls) at whim. Talk about interactive billboards!
