Euglena: The entrance quiz

Objective

Euglena, a Japanese biotech company developing products from euglena microalgae to address global food and energy shortages, faced a significant perception problem in its home market. Many Japanese consumers confused the brand with insects because euglena's Japanese name translates to "green worm." This misconception led to Euglena being perceived as a strange company making food and fuel from worms. The campaign aimed to correct this misunderstanding and educate visitors about the company's legitimate scientific work.

Solution

Dentsu created an interactive device called "The Entrance Quiz" positioned at the front desk of Euglena's corporate headquarters. Visitors encountered a special installation designed as a quiz that challenged their preconceptions about the brand while educating them about euglena's real applications. The interactive experience served as both an educational tool and brand perception corrector for anyone entering the office.

Results

Not published.