Results and Effectiveness

- Total number of Views on Youtube: 35,000,000 - World's Most viewed TV commercial video posted on Youtube Brand Channel. - 30,000,000 gums sold within 4months, over 2000% of the average sales speed.

Creative Execution

Audience were called upon to enter a Dance Video Contest on Youtube. To enter, Users were told to post their own original versions of the Fit's chewy gum dance. A 1,000,000yen award was given to the entrant with the most views. Because entrants told others about the contest via blog/face to face, in order to maximize views, naturally acknowledgement of the campaign spread through WOM.

Insights, Strategy and the Idea

The Situation: Research showed that the amount of gum chewed by Japanese 20-29years old were decreasing. Lotte felt the need to attract 20-29 year old audience through catchy ad campaigns, not only through the quality of the product. The Goal: Increase recognition of Lotte's new gum "Fit's" among 20-29 year old audience using WOM. The Strategy: We focused on the fact that our targeted audience frequently contacted with internet media to spread and collect information. We contructed our campaign so that entrants would feel a strong need to spread information about the contest, thus a viral effect will almost "inevitably" occur.