Brief Explanation

This campaign 'truly connects' with users of the refreshing candy, HALLS. What makes it unique is the 'triple-media structure' which makes the best use of 'twitter' combining with paid and owned media (TV, OOH, brand's official site). Opening a twitter account of a birdman character to send his followers refresh advices very quickly or to send the information in real time, it found out the innovative positioning of twitter as an entertainment media going beyond mere a customer service. As the result, it increased interest among the target dramatically and contributed increase of the sales and the brand preference.