Title | DEAR E.T.S |
Brand | UHA MIKAKUTO |
Product / Service | GUMIGUUM |
Category | A02. Best Non-Fiction Program, Series or Film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s) |
Entrant | HAKUHODO Osaka, JAPAN |
Entrant Company | HAKUHODO Osaka, JAPAN |
Contributing Company | HAKUHODO Osaka, JAPAN |
Production Company | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Fumiya Inada | Tohokushinsha Film Corporation | Production Manager |
Sho Yamaguchi | Jitto | Cg |
Takashi Fukushima | Mr.music | Music |
Fumihito Endo | Jitto | Editor |
Yusuke Suga | Free | Photographer |
Naomi Izumida | Tohokushinsha Film Corporation | Director |
Ryohei Kawakita | Tohokushinsha Film Corporation | Director |
Koji Joke | Tohokushinsha Film Corporation | Producer |
Shogo yamashita | Uha Mikakuto | Advertiser's Superviser |
Seiichi Sakamoto | Jaxa | Creative Superviser |
Takeshi Oshii | Hakuhodo Osaka | Web Producer |
Koji Hayakawa | Hakuhodo Osaka | Account Superviser |
Tsubasa Yokota | Hakuhodo Osaka | Account Superviser |
Hiromasa Fujita | Hakuhodo Osaka | Account Superviser |
Naoki Konosu | Hakuhodo | Account Superviser |
Yasumasa Yamada | Uha Mikakuto | Advertiser’s Superviser |
Masaru Kitakaze | Hakuhodo | Creative Officer |
Taro Umemura | Hakuhodo | Executive Creative Director |
Takao Yanagi | Hakuhodo Dy Media Partners | Creative Director/Planner |
Tomohiko Kawanishi | Hakuhodo Osaka | Creative Director/Planner |
SPACE AD. This is a new type of advertisement toward ETs in the universe. We tried to draw their attention by unique advertisement of UHA Mikauto’s new product, Gumi Guum, which releases stress by chewing. We assumed that we could attract ETs’ attention as they should have a great stress under severe environment. The president of UHA Mikakuto sent the message through the radio wave using space antenna, which is one of only six in the world. We created a campaign that only the first ET on Earth can win special prizes. We’re still waiting for the applicant from space.
We created a campaign which superficially made for ETs and not for humans. Our challenge was how to send our message to ETs. In order to send the ad to the universe, we came up with the idea of using the space antenna which is owned but the nation. We succeeded in borrowing their antenna, and therefore, we could finally send the message to the space. This unique approach appealed the human audiences and as a result, the campaign ended in a big success.
As the campaign has made for targeting ETs, the uniqueness of the approach drew the attention of human audiences.
GUMI GUUM has recorded a No.1 weekly sales in the category of gummy. And after the execution of the campaign, it exposed through over 80 media outlets and as a result, we achieved 180% of initial sales projection in the first three months.