Title | CREATE LIGHTNING BY CHEWING GUM! |
Brand | LOTTE |
Product / Service | ZEUS |
Category | B02. Consumer Products |
Entrant | DRILL Tokyo, JAPAN |
Entrant Company: | DRILL Tokyo, JAPAN |
Sales Promotion/Advertising Agency: | DRILL Tokyo, JAPAN |
2nd Sales Promotion/Advertising Agency: | DENTSU Tokyo, JAPAN |
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 |
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.
“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.
・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.
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.