FANTASTIC ANSWER!

Short List
TitleFANTASTIC ANSWER!
ClientCOCA-COLA JAPAN
Product / ServiceFANTA
CategoryA02. Fast Moving Consumer Goods
EntrantMcCANN ERICKSON JAPAN Tokyo, JAPAN
Entrant Company:McCANN ERICKSON JAPAN Tokyo, JAPAN
Advertising/Web Design Agency:McCANN ERICKSON JAPAN Tokyo, JAPAN

Brief Explanation

In order to recruit as many teenage brand fans as possible for Fanta we created a “social radio” providing an active brand experience. We combined the most popular SNS for Japanese teenagers, with their most popular radio show, School of Lock, and Ogiri, a traditional Japanese comedy format. This created a unique “social radio” event enjoyed by around one and a half million young people all over Japan, showing that linking social networking with live radio produces powerful brand engagement.

Credits

Name Company Position
Kieko Mori UM Japan Director
Yuji Shiota UM Japan Communication Planner
Shun Matsuzaka UM Japan Communication Planner
Genya Sunouchi Hakuhodo DY Media Partners Inc. Communication Planner
Natsuko Koike Hakuhodo Inc. Account Executive
Yukinori Nakayama mixi, Inc. Producer
Ken-Ichi Aihara mixi, Inc. Planner
Daisuke Fujii mixi, Inc. Planner
Sho Mizutani mixi, Inc. Director
Shin-Ichi Kunii mixi, Inc. Director
Shun-Ichi Hiraoka TOKYO FM Broadcasting Co., Ltd. Radio Producer
Yusuke Sawaki Freelance Radio Director/Writer
Atsushi Murata Bascule GO!, Inc. Creative Director
Hirokazu Sawai Bascule GO!, Inc. Project Manager
Michiyasu Wada Bascule GO!, Inc. Technical Director
Coconoe Inc. Production Company
terraport Co.,Ltd. System Development
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