GLICO REALTIME MOSAIC SELFIE

TitleGLICO REALTIME MOSAIC SELFIE
ClientSHANGHAI EZAKI GLICO FOODS CO.
Product / ServiceSWEETS
CategoryD01. Brand Environments
EntrantBEIJING DENTSU ADVERTISING Beijing, CHINA
Entrant Company BEIJING DENTSU ADVERTISING Beijing, CHINA
Advertising Agency BEIJING DENTSU ADVERTISING Beijing, CHINA
Production Company IMG SRC ADVERTISING PLANNING SHANGHAI, CHINA

Brief Explanation

Utilizing the limited marketing budget, to make fans of Glico brand effectively and expand the sales of the product brand groups.

The Brief

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 the market where youth is the target, instead of investing into mass media advertising heavily, it is wiser to create entertainment contents that people like to share in digital world as a shortcut of expanding fans

How the final design was conceived

In China, a bond of family is of most importance. However, it seems that it’s difficult for people to express gratitude to their fathers who are dignified in family and only 1/8 of people celebrate father’s day compared to mother’s day. People are more likely to open up their feeling when they are not facing with each other, and when anonymous. We developed an experience contents utilizing Pocky called “Interactive, real time, mosaic, selfie machine” to celebrate Father’s Day. 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 they enjoyed this unique selfie.

Indication of how successful the outcome was in the market

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.

Credits

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