Results and Effectiveness

• Our activity engaged people in a way that was both intriguing and promoted the Product idea. Over 20,000 people enter our office buildings every day. The new stickers soon became a talking point. • These sort of activities change consumer awareness in the area in which they are posted. We backed this up with PR activities to ensure that a wider audience was reached. Sales rose substantially in the supermarkets surrounding our buildings. The campaign gained the attention of the print and tv media so that for a minimum cost a much higher media awareness was created

Creative Execution

We created actual size sticker series of a Sumo wrestler, a Rugby player, a Judokan and a wrestler and placed them on office revolving doors. Once they push the door, it seems like those sportsmen are pushing back against it. The copy then becomes evident as the door opens. “Milk make you stronger…Meiji”

Insights, Strategy and the Idea

• Meiji is the leader in the fresh milk category. The marketing objective of this work was to expand market by convincing non-milk users to drink milk and current milk users to drink more frequently. • The target audience : They are both male and female, aged 20 – 50 years old, who are concerned about health. We need to make sure that they always have top of mind brand awareness of drinking Meiji beneficial for their health. • Our unique insight was that rather to continue to tell people that Meiji makes you healthier and stronger, why not get them to demonstrate it to themselves. • Meiji has been established and bonded with consumers since they started to drink it when they were kids. Our targets are office workers who lead sedentary lifestyles. This work is a simple reminder to make sure you drink Meiji to make yourself strong.