THE ALL AUTOMATIC ICE CREAM MAN

TitleTHE ALL AUTOMATIC ICE CREAM MAN
BrandYASKAWA ELECTRIC CORPORATION
Product / ServiceICE CREAM ROBOT
CategoryA01. Event & Field Marketing
EntrantTOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Entrant Company:TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Sales Promotion/Advertising Agency:HAKUHODO Tokyo, JAPAN

Credits

Name Company Position
SHINICHIRO HASHIZUME Hakuhodo Creative Director
SHINICHIRO HASHIZUME Hakuhodo Copywriter
KOICHI KOSUGI Hakuhodo Art Director
SATORU OGAKI Tohokushinsha Film Corporation Producer
SHINICHIRO HASHIZUME Hakuhodo Director
KOICHI KOSUGI Hakuhodo Designer
KOICHI KOSUGI Hakuhodo Illustrator

The Brief

Yaskawa is the backbone of the world's car manufacturing. They are No.1 share in multi-joint technology. However, no one knew Yaskawa.

Describe how the promotion developed from concept to implementation

Create hope for our aging society by introducing a robot that is actual labor in society.

Describe the success of the promotion with both client and consumer including some quantifiable results

The robot, Yaskawa-kun made every 5 minuite non-stop in July at Tokyo Summer Land. He created free publicity worth 20 million yen. He was invited to TV shows and interviewers as a star. He became news across the ocean. Many companies approached Yaskawa to make robots in their field. With the success of Yaskawa-kun, Yaskawa established a robot division to pursue this road.

Explain why the method of promotion was most relevant to the product or service

Make a robot that serves icecream to show off Yaskawa's technology. Then, make him a start that people can relate to through his song, music video, website, and etc. to make Yaskawa famous through its robot.