| Title | HALLS 'AAAAN' PROJECT |
| Brand | NIHON KRAFT FOODS |
| Product / Service | HALLS |
| Category | A02. Mobile Applications and other Downloadable Tools |
| Entrant | ADK JAPAN Tokyo, JAPAN |
| Entrant Company: | ADK JAPAN Tokyo, JAPAN |
| Advertising Agency: | ADK JAPAN Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| fumitaka takano | ADK | creative director |
| atsushi matsumoto | ADK | copywriter |
| yuuya tanaka | ADK | campaign producer,planner |
| hiroo suzuki | kayac.inc | director |
| keita watahiki | kayac.inc | director |
| aoi ichikawa | kayac.inc | designer |
| koujiro seo | kayac.inc | programmer |
| nobuo ootsuka | ADK | senior account executive |
| akifumi imai | ADK | account executive |
| yukari abe | ADK | account executive |
| takashi sakai | ADK | communication planner |
| hitomi baba | ADK | communication planner |
| yuuji mori | ADK | casting director |
| yoshinori hagiwara | armz | producer |
| yusuke mukai | armz | production manager |
| kazuma ikeda | p.i.c.s | director |
| atsushi suzuki | monster | producer |
| wataru sato | monster | director |
HALLS, the long-selling menthol candy was experiencing a gradually aging target. Our challenge was to develop a promotion that would break down the guard of a youthful target segment and encourage them to try HALLS.We used the evocative Aaaan (a girl pops food into a guy's mouth) as the hook to our promotion. Two measures were combined to trigger trial purchase(1)Distributed a wonder app, free of charge, with pin-up models delivering a virtual Aaaan (2)Mounted Aaaan product sampling events conducted by real-life pin-up girls.20,000+ downloads of Aaaan app (5x initial projections)HALLS revenue dramatically increased by approx 131%