Title | FANTASTIC ANSWER! |
Brand | COCA-COLA JAPAN |
Product / Service | FANTA |
Category | A02. Fast Moving Consumer Goods |
Entrant | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Entrant Company: | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Advertising/Web Design Agency: | McCANN ERICKSON JAPAN Tokyo, JAPAN |
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 |
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.