The Brief

Euglena is a new brand of nutritious food and drink. Though their products are superior to competitors, their sales didn't rise because consumers weren't aware of their name. We wanted consumers to remember the name 'Euglena,' in a more impressive way through broadcasting.

Describe how the promotion developed from concept to implementation

To make consumers remember the name 'Euglena,' we and Euglena decided to buy the naming rights, not of a building, but the naming rights of 'an individual.' Mr. Jose is a popular basketball commentator on radio. Euglena bought the naming rights of Mr.Jose, and changed his name to 'Mr. Euglena.' And then, he commented on live radio program of a basketball game, which Euglena sponsored. Between the quarters of the game, Mr.Euglena also appeared on several radio commercials of Euglena's products. By this campaign, clients wanted to increase the sales of their products.

Describe the success of the promotion with both client and consumer including some quantifiable results

'Euglena' dominated the whole game. During the 120 minute-program, 'Euglena' was called 54 times. Also they talked about Euglena for approximately 11 minutes in total. This helped pushing up the sales of Euglena products by more than 50% from the previous year.

Explain why the method of promotion was most relevant to the product or service

This execution was relevant because during the live radio program, the announcer usually calls the commentator's name many times and, Euglena is sponsoring some professional basketball games.