|Title||LEGACY OF PASSIONS|
|Brand||KYOWA HAKKO KIRIN|
|Product / Service||PHARMACEUTICAL COMPANY - DNA PROJECT|
|Entrant||BILCOM Tokyo, JAPAN|
|Entrant Company:||BILCOM Tokyo, JAPAN|
|Advertising Agency:||BILCOM Tokyo, JAPAN|
|Takeshi Kamioka||Bilcom, Inc.||Executive Creative Director|
|Shinji Oota||RaNa extractive, inc.||CreativeDirector/Art Director|
|Hayato Chaki||Bilcom, Inc.||TV/Movie Director|
|Takeharu Ishikawa||RaNa extractive, inc.||Designer|
|Hiroyuki Sugiyama||RaNa extractive, inc.||Technical Director|
|Mari Sasakura||RaNa extractive, inc.||Web Producer/Director|
|Kurara Hayakawa||Bilcom, Inc.||Account Director|
|Yasuhiro Morishita||Bilcom, Inc.||Account Executive|
|Kunimitsu Takahashi||Nikkei Visual, Inc||TV Producer|
|Kenichi Watanabe||Nikkei Visual, Inc||TV Director|
|Tokyo TV Center||Post Production|
|Mayumi Sawada||Bilcom, Inc.||PR|
|Kinoe Tomohisa||Bilcom, Inc.||PR|
As the cooperate communication strategy of Kyowa Hakko Kirin Co., Ltd. targeting businesspersons around thirty to forty years of age, we initiated a triple-media strategy, utilizing third-party (e.g. television), owned (e.g. websites and iPad applications), and social media (e.g. Twitter and Youtube). The theme of this project is “JONETSU NO KEIFU”. Not only do we transmit the "Passions" of the past and contemporary giants to the users through television, YouTube, and the website, but we also provide opportunities for the users themselves to pass on this information through Twitter. Additional information was conveyed through the iPad application and magazines, providing a different aspect of “JONETSU NO KEIFU”.
Merit for the client, Kyowa Hakko Kirin Co., Ltd., is to increase recognition about the company name through this project. It is difficult for the target to convey company information. So we created the content that would attract the target, and built company’s name “Kyowa Hakko Kirin” into the content. The company’s massage,” the pharmaceutical company making new history” was also built into the content. So user can receive the company’s name and its image from this content. User can not only enjoy watching the TV programs, Youtube, and the web site, but s also submit his affected phrases on twitter. Selected phrases are sent to other user to cheer up, and users communicated about them. Many encounters are created from “Passion”.
We simultaneously publicized a visual content called “JONETSU NO KEIFU” through television, YouTube, and website. This strategy, utilizing multiple media, enables the content to be exposed to targets of all lifestyles. We also encouraged the targets themselves to transmit their impression of this content via Twitter. Popular tweets, selected by users, were further retweeted using BOT. Additional information was conveyed through the iPad application and magazines, providing a different aspect of “JONETSU NO KEIFU”.