The Brief

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.

Describe how the promotion developed from concept to implementation

In order to introduce the unique gummy product to the world, we developed a new approach to advertise the product. This is the radio wave ad to the universe. We made an ad which will be sent to ETs and not to humans through radio wave. By executing through this unique approach, the ad became a hot topic between humans on the Earth.

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

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.

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

Since the concept of the campaign and texture of the product are very innovative, the way we advertise the product also needs to be unique and extreme. In this way, we could give a strong impact on customers in Japan.