| Title | MRS. IDOL |
| Brand | EZAKI GLICO |
| Product / Service | FROZEN TREATS |
| Category | A07. Use of Events and Stunts |
| Entrant | ENGINE FILM Tokyo, JAPAN |
| Entrant Company | ENGINE FILM Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Production Company | ENGINE FILM Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yasushi Akimoto | Executive Producer | |
| Tomoaki Tsuji | Dentsu Inc. | Creative Director |
| Takatoshi Nakao | Dentsu Inc. | Creative Director |
| Kosuke Matsushita | Dentsu Inc. | Copywriter/Planner |
| Taichi Sayama | Dentsu Inc. | Art Director |
| Shinya Inoue | Dentsu Inc. | Art Director |
| Shin Kijima | Dentsu Inc. | Agency Producer |
| Daisuke Matsushita | Dentsu Inc. | Agency Producer |
| Tatsuyuki Kobayashi | Travolta Inc. | Director |
| Michiru Kobayashi | Engine Film Inc. | Film Producer |
| Susumu Kawasumi | Engine Film Inc. | Film Producer |
Papico had disadvantage of being shunned by adults because Papico's image is a treat for children. Our objective was to have the adults enjoy Papico, especially women which was the major customers of this product, however by the marketing research we found out the fact that they buy it not for themselves but for their children. We came up with the "Mrs. Idol" campaign: by making a woman who is older than 30 years old a top idol of Japanese most famous teen idol group as Papico idol, we believed we can drown many middle aged women's attention.
'Mrs. Idol' became a sensation---42 reports from TV, 56 reports from newspaper or magazine, 1200 web reports. $15,320,295 million dollars worth of promotional costs. Papico got huge attention as 'Mrs. Idol' got. People talked about the audition, and got excited by the campaign. Most importantly, the message: 'Adults can be pop idols, Adults can enjoy Papico' spread throughout Japan.
As AKB 48 is the top idol group, its mysterious new member would sure to draw attention of media. With 'Mrs. Idol' at the center of the campaign, various media automatically spread the news of the birth of 'Mrs. Idol' By making her a medium herself, the campaign gained huge advertising effect from different media. TV program appealed to many Japanese nations and got huge attention, news paper made intelligent people to be known about the Papico campaign, news site and social media site infected the curiosity to even more people.
Many Japanese enjoyed Papico, the frozen sweet in their childhood, and considered it for the children. To change the notion, we needed to appeal to the grownups. To catch the interest of the main target, the adult women, we decided to create the grown up idol who can represent Papico, and can send the message, 'A WOMAN CAN SHINE AT ANY AGE.' As the new member of already famous idol group, the grown up idol should be the favorite of the media, making Papico, the favorite frozen sweet among adult women.