HALLS ‘BISYO-JO(BEAUTIFUL GIRL)CHARACTER’ PROMOTION

TitleHALLS ‘BISYO-JO(BEAUTIFUL GIRL)CHARACTER’ PROMOTION
ClientNIHON KRAFT FOODS LIMITED
Product / ServiceHALLS
CategoryA06. Best Use of Digital Media in a Promotional Campaign
EntrantADK JAPAN Tokyo, JAPAN
Entrant Company:ADK JAPAN Tokyo, JAPAN
Sales Promotion/Advertising Agency:ADK JAPAN Tokyo, JAPAN

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.

Credits

Name Company Position
Fumitaka Takano ADK creative director
Atsushi Matsumoto ADK copywriter
Yuuya Tanaka ADK campaign producer,planner
Akihiro Imai ADK Account Exective
Mariko Sheffner ADK Account Exective
Kazuma Ikeda Director
Naotake Tsuchiya Photographer
Tatsuo Shima Gaffer
Miyuki Negishi JET'S PROJECT Designer
Dynamo Pictures,Inc. SFX
Taichi Tanaka CG Director
Takashi Nagai/Hiroaki Shimatani/Megumi Kawasaki CG Designer
Motohiko Yoshimura Motion Designer
Yoshihisa Haraguchi CG Producer
Yoshinori Hagiwara Producer
Yusuke Mukai Production Manager
Konami Digital Entertainment Game Design