【販促のアイデア】販促会議でグランプリを受賞した5つの企画書

「販促会議」という企画コンペティションがあります。

協賛企業から商品・サービスのプロモーションに関する課題を出題し、その課題に対する解決策として、応募者からの販促のアイデアを企画書形式で募集するコンテストのことです。その中でも特に「面白い」と思える企画を5つほどご紹介します。

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目次へ

面白い販促アイデア

今回はアイデアの提案の仕方や企画書を作成する際に参考になる「販促会議」でグランプリを受賞した5つの作品をご紹介します。読んでいるだけで勉強になるし、イベントや広告、CMプロモーションを考える際に参考になる企画書アイデアの事例ばかりです。

1.シークレット・メッセージ

2010年第1回販促会議

課題：10代のコカコーラ飲用者・飲用頻度の拡大につながるプロモーション提案

シークレット・メッセージ

2010年7月に開催された販促会議賞。コカ･コーラの課題に応募された「シークレット・メッセージ」が話題となり注目を集めるようになりました。何度見ても素晴らしいと思える企画書になっています。

企画のコアアイデアや提案の流れはもちろんですが、スライドのデザイン性の良さもグランプリとして納得。ボトルにメッセージを書いて、相手の鞄の中や冷蔵庫にこっそり仕込んでいるターゲット層（ティーン）姿が想像できます。10枚の企画書を読み終わった頃には「やられた…」となるアイデア。

バレンタインやホワイトデーの日に、こんなサプライズをされたら一生の思い出になることでしょう。

▷ PDFで企画書をみる

2.朝日新聞バトラー

2010年第2回販促会議

課題：「親子で朝日新聞を読みたくなる」プロモーションアイデアを募集します。

朝日新聞バトラー

「親子で新聞を読ませる」という難しい課題に対して、ゲーミフィケーションを取り入れて解決しようと試みたプロモーション。新聞をゲームという意外な組み合わせを利用して、新聞に対する敷居を下げています。

「お父さん、今日の強いニュース教えてよ！」というメッセージ1つで、親子のやり取りが想像でき、色々と妄想を膨らまされました。ニュースをより多く知ってる人が強くなるというモチベーション、そのアイデア自体がおもしろいです。

▷ PDFで企画書をみる

最後の紙贈り（しおくり）

2011年第3回販促会議

課題：「新社会人が朝日新聞を購読したくなる」プロモーションアイデア

自分の誕生日というきっかけ、金銭的援助という親が子供を思う気持ちと、新聞を読まないといけないという新社会人のインサイトを上手く結びつけたプロモーション。

新聞を読むきっかけがないことに着目し全体の企画が構成されています。

3ヶ月の期間を使って習慣化し、その後は自分で頼むという流れがとてもスムーズ。最後の紙贈り（しおくり）というタイトルもキャッチーでインパクトが大きいです。

365チェキ！

2012年第4回販促会議

課題：インスタントカメラ「チェキ」の購買を喚起させる企画

「365チェキ！」の企画アイデアをもとに「チェキ BABY BOX」という商品が発売されました。

メインターゲットが20代女性ということで「出産」をテーマにおいています。チェキが置かれている現状を把握し、その上で商品の開発を提案し実際にリアルに発売された事例です。

インスタントカメラという、ターゲット層の女性にとってはそこまで馴染みのなかったであろう商品を身近に感じてもらうアイデア。「生まれてから我が子が成長していく過程を大切にしたい」という親の思いをうまく汲み取った企画になっています。

商品はAMAZONも購入（15,800円）することもできます。

美味しい欠席

2013年第5回販促会議

課題：ドミノ・ピザ ジャパンドミノ・ピザのネット注文数を増やすアイデア

「ピザは注文した本人が食べるもの」というあたり前を覆そうという提案施策です。

欠席というネガティブな表現を、プレゼントというポジティブな企画にシフトした素晴らしい事例。ピザのふたを開けて写真が登場するシーンは想像に難くありません。

注文すると自分で食べるのが通常ですが、「誰かに食べてもらう」ために注文するという逆の視点で発想されているのがおもしろいです。「欠席」といえばドミノピザという、今までにありそうでなかった新しい市場を開拓する可能性のあるアイデア。

アイデアの参考に

いかがでしたか？

読んでいるだけで夢中になり、引き込まれる企画書ばかりでした。販促で成功しそうなものは、企画書や提案書の時点でターゲットのインサイトをとらえられており、光るポイントが複数ありますね。

販促アイデアを考えるとき、企画書を作成する際の参考にしてみてはいかがでしょうか。

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