DEAR E.T.S

TitleDEAR E.T.S
BrandUHA MIKAKUTO
Product / ServiceGUMIGUUM
CategoryA05. Best Use of Ambient Media: Large Scale
EntrantHAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Media Agency HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Entrant Company HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Media Agency 2 HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN

Credits

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
Tsubasa Yokota Hakuhodo Osaka Account Superviser
Hiromasa Fujita Hakuhodo Osaka Account Superviser
Naoki Konosu Hakuhodo Account Superviser
Masaru Kitakaze Hakuhodo Creative Officer
Yasumasa Yamada Uha Mikakuto Advertiser’s Superviser
Taro Umemura Hakuhodo Executive Creative Director
Takao Yanagi Hakuhodo Dy Media Partners Creative Director/Planner
Tomohiko Kawanishi Hakuhodo Osaka Creative Director/Planner
Koji Hayakawa Hakuhodo Osaka Account Superviser

Results and Effectiveness

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.

Creative Execution

We created the advertisement on UHA mikakuto's web site and posted films on you-tube. We also advertised through the radio wave by a space communication antenna.

Insights, Strategy and the Idea

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.