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UNBELIEVABLE CHALLENGE

TitleUNBELIEVABLE CHALLENGE
BrandMARS JAPAN
Product / ServiceSNICKERS
EntrantI&S BBDO Tokyo, JAPAN
Entrant Company:I&S BBDO Tokyo, JAPAN
Advertising Agency:I&S BBDO Tokyo, JAPAN

Credits

Credits

Name Company Position
Masaki Honda I&S BBDO Creative Director
Sei Sugiyama I&S BBDO Art Director
Dota Kawai I&S BBDO Copywriter
Kanou Ishikawa Nibankoboh Productions Corp. Production Producer
Yoshiaki Mikuni Director
Shigeki Akiyama DOP

The Campaign

Stimulate guys to do things that might be silly, and make them notice this nurtures their bond together. SNICKERS is there to energize them and becomes a part of this experience.

Success of the Campaign

Many viral videos were spontaneously generated on YouTube and the sales went up by 145% vs. previous year. Offered free tie-up with most popular department store among young targets.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

First, distribute a handbill communicates its concept to the target. After a while, broadcasted provocative TVC, then posted many kinds of viral videos on the web. Also used train poster, magazines, billboards etc. which cover all the targets' contact point.


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