The Campaign

We made a communication using “Branded Entertainment Content” technique. The purpose of this communication is the revival of the shampoo brand which passed more than ten years since it has launched. The challenge of this campaign is to establish “Umi no uruoisou” as a unique brand that appeals the importance of the bath time communication between parents and kids. We created an animation character “Umi uru” （abbreviated product name） which symbolizes brand essence “harmony and gentleness”. On the website， we created and loaded “Umi uru” original movie and Flash illustrated book. On the other hand， besides website campaign，“Umi uru” became children’s favorite character through further actions taken，such as give-away bath toy goods， crane game prize in the arcade， released original song CD，and Nintendo DS “SUDOKU” software. We designed integrated campaign which was not able to be achieved by a past advertising business field.

Success of the Campaign

We earned 12 minutes of free publicity of TV (kindergarten event), and website access increased 140％. “Umi uru” became children’s favorite character and the co-icon between parents and children by developing the voluntary online message board in the parents’community website. Beside this campaign, multi-development was accomplished in the field of rights business, such as merchandizing for original crane game prize in the arcade, releasing original song CD by popular artist, and development of original game soft for Nintendo DS. We designed integrated campaign which was not able to be achieved by a past advertising business field. Our communication scheme had successfully built up consumer engagement throughout this original character. The bath time as space where busy Japanese parents and children can have conversation calmly was reappraised. And an educational meaning of the conversation between parents and children during the bath time is becoming a popular topic gradually.

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

We developed campaign to obtain mind share of its target and build up their affinity throughout each communication channel. At first, content of “Umi uru” was carried in the free magazine series for parents and children distributed to kindergartens nation-widely. Second, ”Umi uru” became children’s favorite character throughout PR event in a kindergarten. The atmosphere of this event was introduced as publicity thorough several media such as TV, magazine, and Website. Furthermore, we developed interactive illustration book on website. This website stimulated adventurous spirit of children because of its enjoyable interaction as if exploring underwater with “Umi uru”. In order to increase website access, we created a special banner which drew out “Umi uru” attractiveness at the maximum for Brand Banner of Yahoo! Japan. And also, we distributed mobile phone mail to target. All of this advertising were exposed at the same timing of airing TVPR.