| Title | FRISK LABEL |
| Brand | KRACIE FOODS |
| Product / Service | FRISK LEMON MINT |
| Category | A06. Best Use of Digital Media in a Promotional Campaign |
| Entrant | HAKUHODO PRODUCT'S Tokyo, JAPAN |
| Entrant Company: | HAKUHODO PRODUCT'S Tokyo, JAPAN |
| Sales Promotion/Advertising Agency: | HAKUHODO PRODUCT'S Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Hiroyuki Nagami | Tbwa\hakuhodo | Executive Creative Director |
| Tetsuya Toyoda | Tbwa\hakuhodo | Creative Director |
| Chihiro Akimoto | Tbwa\hakuhodo | Art Director |
| Osamu Ooshima | Tbwa\hakuhodo | Planner |
| Toshihiro Yoshii | Tbwa\hakuhodo | Account Planner |
| Ayako Kano | Tbwa\hakuhodo | Account Planner |
| Takafumi Aihara | Hakuhodo Product's | Promotion Planner |
| Shuhei Segawa | Hakuhodo Product's | Promotion Planner |
| Hitomi Kasahara | Hakuhodo Product's | Promotion Planner |
| Shunsuke Ito | Hakuhodo Product's | Copywriter |
| Shohei Matsumoto | Hakuhodo Product's | Creative Technologist |
| Keita Takeuchi | Hakuhodo Product's | Digital Producer |
| Yoshiaki Osada | Hakuhodo Product's | Casting Producer |
| Tooru Hatakeyama | Hakuhodo Product's | Producer |
| Go Sato | Fork | Technical Director |
| Hiroki Sakamoto | Fork | Technical Director |
| Shinji Oono | Fork | Programmer |
Our mission was beating many competitions in the market, and expanding recognition to become a standard product in a month from launching out.
We picked up 50 musicians and established a new music label to achieve our concept which cheers up people who were unsatisfied in the summer of 2011.
We made 20 times profits of PR investment. Average time people stayed in the web site was 10 minutes 39 seconds. Even in February 2012, the product got No.1 in the Amazon FRISK ranking and has become standard in the market.
Saving energy mood, long recession, high price of oil. We focused on those depressing situation in Japan, 2011. So we trust that cheering up people which is our concept is ideal for developing the situation.