Title | GLICO REALTIME MOSAIC SELFIE |
Brand | SHANGHAI EZAKI GLICO FOODS CO. |
Product / Service | SWEETS |
Category | A05. Branded Live Experience |
Entrant | BEIJING DENTSU ADVERTISING Beijing, CHINA |
Entrant Company | BEIJING DENTSU ADVERTISING Beijing, CHINA |
Contributing Company | BEIJING DENTSU ADVERTISING Beijing, CHINA |
Contributing Company 2 | IMG SRC ADVERTISING PLANNING SHANGHAI, CHINA |
Name | Company | Position |
---|---|---|
HIROAKI TANAKA | Beijing Dentsu Advertising Co., Ltd. | Integrated Communication Planning Director |
KAZUKI TSUBURAKU | Beijing Dentsu Advertising Co., Ltd. | Executive Creative Director of CDC |
MANABU HOSHINO | Beijing Dentsu Advertising Co., Ltd. | Senior Creative Director |
XIAOCHUN CHEN | Beijing Dentsu Advertising Co., Ltd. | Assistant Creative Director |
WEIWEI CHEN | Beijing Dentsu Advertising Co., Ltd. | Senior Copy Writer |
AKIKO MASUDA | Beijing Dentsu Advertising Co., Ltd. | Senior Account Director |
QIANQIAN HUANG | Beijing Dentsu Advertising Co., Ltd. | Senior Account Assistant |
TAN SI | Beijing Dentsu Advertising Co., Ltd. | Creative Director |
SHINJI TAKAHASHI | Shanghai IMG SRC Advertising Planning co., ltd. | Producer |
WANG QIAOZHEN | SP Live International Shanghai Promotions & Promotions&Plan Co., Ltd. | Executive Manager |
CHIHIRO KAJIKAWA | Pyramidfilm Shanghai | Producer |
SYUNSAKU ISHINABE | Shanghai IMG SRC Advertising Planning co., ltd. | Technical Director |
DONG QI | PYRAMIDFILM SHANGHAI | Producer |
KANEKO KENICHIRO | SP Live International Shanghai Promotions & Promotions&Plan Co., Ltd. | Producer |
In China, there was rapid shift over to digital media, and it is very common for young people to use smart phones to enjoy contents. They want to find entertainment contents that he/she only knows to show off to their friends. It is important for Chinese to youth to establish their identity through such behaviors.
-FACT In competitive confectionery market in China, the brand awareness of Glico is low and fan base is limited, although its product Pocky is very well known. In China, a bond of family is the most important. Chinese people celebrate mothers day, but 1/8 of the people celebrate father’s day compared to mother’s day. -INSIGHT Chinese people feel gratitude for their fathers, but it is hard to express their appreciation to father who usually is intimidating. People are more likely to open up their feeling when they are not facing with each other. -CHALLENGE How can we utilize Pocky to celebrate father’s day? -IDEA “Interactive, real time, mosaic, selfie machine” We created innovative, interactive installation made with more than 1,000 packages of Pocky and motors. When people stand in front of it and express their emotion through movement, words, and body language, packages reacts real time and create mosaic image of the person. Because their appearance is expressed in mosaic art, it becomes more indirect. Thus, people feel less shy and express their love to their father more. As a result, they could show their love to their father on father’s day as well as enjoyed this unique selfie themselves.
They uploaded exciting experience at the event to digital media as video contents. Also, they created video at the event to show love to father.
277% more young people expressed their love to father. Video got 2.05 million views on youku and iqiyi. It ranked in TOP5 of Weibo’s hottest topic, 51.569 million views. Followers increased 50,572 on WeChat.The most importantly, we created the situation where Glico makes family smile.
In the competitive confectionery market in China, the brand awareness of Glico is low and fan base is limited, although its product Pocky is very well known. In order to raise brand awareness among young target, it is inefficient to invest into mass advertising. Instead, we created entertaining brand experience (interactive selfie installation that shows your face in mosaic made with the package) that is engaging and sharable in digital world to effectively acquire the followings.