Japan, where rice is a main staple food, does not want even a single discolored or damaged grain of rice to be mixed in with the harvested rice, which requires farmers enormous time to sort out such foreign substances after harvesting.

In order to make time for farmers, SATAKE has developed a rice sorting machine, SAXES Knight 3.5, which can sort rice at ultra-high speed without overlooking any foreign substances. The challenge was that it’s a new product and lacked product recognition.

Targeting large-scale rice farmers in the Tohoku area in Northeast Japan, a major rice-producing region, the challenge was how to promote SAXES Knight 3.5's superior sorting capacity compared to lower-end models and competing products.

To gain brand recognition and understanding of the excellence of the product, we drew viewers into an improbable scenario, and emphasized the advantages of the product with the copy, "Value Your Time".

Both the TV commercial and targeted web video campaign were deployed, and as a result, sales exceeded the targeted sales volume.