CREATE LIGHTNING BY CHEWING GUM!

Short List
TitleCREATE LIGHTNING BY CHEWING GUM!
BrandLOTTE
Product / ServiceZEUS
CategoryC01. Integrated Campaign Led by Promo & Activation
EntrantDRILL Tokyo, JAPAN
Entrant Company:DRILL Tokyo, JAPAN
Sales Promotion/Advertising Agency:DRILL Tokyo, JAPAN
2nd Sales Promotion/Advertising Agency:DENTSU Tokyo, JAPAN

Credits

Name Company Position
Naoya Hosokawa Drill Inc. Creative Director
Ryohei Manabe Dentsu Planner
Kengo Aoki Dentsu Art Director
Ippei Iwahara Dentsu Art Director
Keisaku Ibuki Drill Inc. Event Director
Yasuhiro Suzuki Drill Inc. Event Director
Maki Sato Drill Inc. Event Director
Kazuaki Seki Triple-O Director
Takaharu Hatori Tyo Monster Producer
Marie Nakajima Tyo Monster Production Manager
Masanori Okuyama Tyo Monster Production Manager
Daito Manabe Rhizomatiks Technical Director
Motoi Ishibashi Rhizomatiks Technical Director
Mars Dommune Stage Producer
Tatsuya Yamamoto Super Street Laser Animation
Naoya Watanabe Dentsu Account Supervisor
Tomoyasu Katagai Drill Inc. Account Manager

The Brief

Lotte ZEUS gum stirs up the taste buds for an unprecedented and “electrifying” experience with its stimulating ingredients. Japanese youth have been moving away from chewing gums because they lack sufficient stimulation. “Beat out other “stimulating” gums by getting Japanese youth to experience the unprecedented lightning-like stimulation of chewing ZEUS gum.

Describe how the promotion developed from concept to implementation

“Create a lightning-storm spectacle by chewing ZEUS gum!” If people see with their own eyes the huge lightning strikes created by chewing gum, they will intuitively understand that ZEUS’ stimulation is on a massive scale. We discovered that a weak electrical current is produced when the muscles of the human body move. We developed a device to pick up electrical currents produced by the cheek muscles when chewing gum. By amplifying this, we succeeded in creating thunderous lightning. A live performance featuring musicians popular within the target youth-market was held with participants chewing gum to create a huge lightning storm.

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

・In-store distribution 7,000,000 packs. Promotions were held all over the youth-filled streets of Tokyo with lightning striking wherever ZEUS gum was being chewed. Lightning struck across the city, and ZEUS’ electrifying sensation swept through Tokyo.

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

We implemented the biggest experiential promotion in Japan. This method was the best way to stimulate a lot of young Japanese who don’t believe the TVC’s message to make a huge amount of buzz.