The Campaign

-FACT 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. On the other hand, 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. -CHALLENGE How can we utilize Pocky and create an experiment contents 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 react in real time and create a 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. -OUTCOME Earned PR effect by focusing on the social theme of the bond of family and father’s day. By developing the composition that Glico stands by the smile of family, the event was carried out to increase fans effectively.

The Brief

- Expand the number of fans: the followers of WeChat increase by 10,000 - Develop fan reserve through effective Glico experience: topicalization in digital media, social media. - The numbers of video plays to reach 100,000. - Achieve campaign reach of one million.

Results

- 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. - Most importantly, we created the situation where Glico makes families smile.

Execution

We were able to spread the thought of Glico, the smile, to the world utilizing the high cognitive Pocky. We carried out pre-warming-up of the event on social media from June 9. During the 6 days from June 16 to June 21, the event was held with a real-time mosaic selfie machine. The pictures of footage of the event have been uploaded in digital media at anytime.

The Situation

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 in mass advertising. Instead, we focused on the social themes, and found it necessary to perform an effective campaign through problem solving.

The Strategy

Youth is the main target of Glico. Living in the digital era, they want to find an entertainment experience that only he/she knows all the time and share the content to win appraisement. Glico aims to establish the existence of Glico beside the smile by proving what young people want and at the same time solving “the lack of communication with their fathers” that annoy them.