| Title | THE SECRET IDOL |
| Brand | EZAKI GLICO |
| Product / Service | ICE NO MI SWEETS |
| Category | C01. Integrated Media Campaign |
| Entrant | ENGINE FILM Tokyo, JAPAN |
| Entrant Company: | ENGINE FILM Tokyo, JAPAN |
| Advertising Agency: | DENTSU KANSAI Osaka, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yasushi Akimoto | Executiveproducer | |
| Tomoaki Tsuji | Dentsu Inc. Kansai | Creative Director |
| Takatoshi Nakao | Dentsu Inc. Kansai | Copywriter/Planner/Director |
| Kosuke Matsushita | Dentsu Inc. Kansai | Copywriter/Planner |
| Taichi Sayama | Dentsu Inc. Kansai | Art Director |
| Masaki Fukumori | Three And Co. | Art Director |
| Hidehiro Shimizu | Director | |
| Shinji Yuki | Cinematographer | |
| Keisuke Nishitani | Three And Co. | Photographer |
| Michiru Kobayashi | Engine Film Inc. | Film Producer |
| Susumu Kawasumi | Engine Film Inc. | Film Producer |
| Yuki Mori | Dentsu Tec Inc. Kansai | Web Producer |
| Makoto Sometani | Engine Film Inc. | Film Production Manager |
TV news reports, 94 programs News and magazines reports, 270 articles News websites reports, 1158 sites 58,000 tweets, attracting 1million followers The Ice no mi website received close to 74 million views or 60% of the population of Japan. The promotional value of this campaign has come to roughly 3 billion yen. Sales doubled from the previous year.
Despite its long selling history of 25 years, the fruit gelato ice cream, "Ice no Mi" was suffering in sales, due to the shortage of name recognition among the young. We needed a groundbreaking idea for its campaign. Looking into the product's characteristic that one pack contains a variety of flavour, we came up with idea to create a CGI composite-idol with different facial parts of members of AKB48, the most popular idol group among the teenager, our target. We named her "Aimi" (the scrambled name for Ice no mi) so that the product's name sticks with the target even after the campaign. Keeping her identity a mystery, we utilised different media to spread clues about her identity, such as her voice at the audition on website, or her interview in magazine. All clues motivated the young to spread the words, creating the viral effect in our campaign.
Despite its long selling history of 25 years, the fruit gelato ice cream, "Ice no Mi" was suffering in sales, due to the shortage of name recognition among the young. We needed a groundbreaking idea for its campaign. Looking into the product's characteristic that one pack contains a variety of flavour, we came up with idea to create a CGI composite-idol with different facial parts of members of AKB48, the most popular idol group among the teenager, our target. We named her "Aimi" (the scrambled name for Ice no mi) so that the product's name sticks with the target even after the campaign. Keeping her identity a mystery, we utilised different media to spread clues about her identity, such as her voice at the audition on website, or her interview in magazine. All clues motivated the young to spread the words, creating the viral effect in our campaign.