The Brief

To rejuvenate the brand image and expand new and young users, especially those who have interest in subculture such as manga and animation.

Describe how the promotion developed from concept to implementation

Executed ideas that pragmatize imaginary stories, placing it into the context of ‘Otaku’culture. ①Conclude a contract with a “Bisyo-jo(beautiful girl)” character from a popular romance simulation game. Produced an original product under the storyline that this character and Halls brand had co-developed this product. ②Sequentially uploaded online commercials　showing the development process. ③At the launch timing, placed digital signage ad at major stations, in which a life-size 3D animation character feeds candy to passersby.

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

On a year-over-year basis, achieved a purchase rate of 148% and acquired new users.

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

Conclude a contract with a “Bisyo-jo(beautiful girl)” character from a popular romance simulation game. Produced an original product under the storyline that this character and Halls brand had co-developed this product.