BIRDMAN'S REFRESHING JAPAN PROJECT

Short List
TitleBIRDMAN'S REFRESHING JAPAN PROJECT
ClientCADBURY JAPAN
Product / ServiceHALLS
CategoryC01. Viral & Email Marketing
EntrantADK JAPAN Tokyo, JAPAN
Entrant Company:ADK JAPAN Tokyo, JAPAN
Advertising/Web Design Agency:ADK JAPAN Tokyo, JAPAN

Credits

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.

Credits

Name Company Position
Fumitaka Takano ADK Creative Director
Atsushi Matsumoto ADK Copywriter
Yuuya Tanaka ADK Copywriter
Hideo Kobayashi otemoyan kikaku Copywriter
Norihiko Miyamoto knack Art Drector,Illustrator
Hiroo Suzuki kayac Producer
Shingo Iwata kayac Director
Yoshihiro Sugi kayac Programmer
Kazuhito Hokamura kayac Programmer
Keisuke Sakakibara kayac Designer
Nobuo Ootsuka ADK Senior Account Executive
Akifumi Imai ADK Account Executive
Yukari Abe ADK Account Executive
Takashi Sakai ADK CommunicationPlanner
Hitomi Baba ADK CommunicationPlanner
Yuuji Mori ADK Casting Director
Yoshinori Hagiwara armz Producer
Sachiko Motowaka armz Production Manager
Masakazu Shibuya armz Production Manager
Hideyuki Tanaka flame graphics Movie Director