MY OWN PERSONAL MANGA

TitleMY OWN PERSONAL MANGA
ClientUNILEVER JAPAN CUSTOMER MARKETING
Product / ServiceLUX SUPER RICH SHINE / LUX SUPER DAMAGE REPAIR
CategoryC01. Integrated Campaign Led by Direct
EntrantADK JAPAN Tokyo, JAPAN
Entrant Company ADK JAPAN Tokyo, JAPAN
Advertising Agency ADK JAPAN Tokyo, JAPAN

The Brief

Brief: Make LUX a more accessible brand for target women in their 20's. Strategy: The LUX TVCM has created a luxurious world featuring Hollywood celebrities but the target could not relate to this gorgeous world. Hence, we made to make the targets themselves the heroine of a romantic story and have them actually be part of a world of luxury.

Creative Execution

Our brand aim to let the target feel LUX more accessible and attractive. Thus we selected "manga" as communication format. It is the most familiar entertainment to our target, which they grown up with since their childhood.

Describe the creative solution to the brief/objective.

Solution: A new type of manga (comic) was created in which the target themselves became the heroine of a popular story unfolding into different stories depending on the reader. And female 20's are accustomed to reading comics on the Smart phone device. So we investigate the usability of manga on smart phone device and reflect the study of it on our contents.

Results

Result: Over 120,000 women created their own manga and became the heroines of a romantic drama. Earned over 5,000 Likes on Facebook. over 10,000 Shares on Facebook, Twitter or mixi.

Credits

Name Company Position
Hiroki Nakamura Kayac.inc Programmer
Toru Obara Kayac.inc Markup Engineer
Minoru Takai Kayac.inc Markup Engineer
Serina Chihara Kayac.inc Designer
Aoi Ichikawa Kayac.inc Art Director
Marie Shutou Kayac.inc Planner
Mamiko Murakami Kayac.inc Planner
Junichi Sakaguchi Kayac.inc Technical Director
Naoyuki Araki Kayac.inc Technical Director
Hideki Sugimasa Kayac.inc Producer
Toshiki Nakamura Adk Digital Media Planner
Yuki Kitayama Adk Senior Magazine Media Planner
Yoshihiro Kozuka Adk Communication Planner
Kenshiro Suzuki Adk Communication Planner
Naoko Sato Adk Senior Communication Planner
Katsuaki Onishi Adk Senior Communication Planner
Junnosuke Wakai Adk Account Executive
Momo Fukuda Adk Account Executive
Daisuke Ishikawa Adk Senior Account Executive
Hiroko Uchigaki Adk Account Director