Title | CANDY ROCKET PROJECT |
Brand | UHA MIKAKUTO CO. |
Product / Service | PUCCHO CANDY |
Category | A06. Events & Experiential (incl. stunts) |
Entrant | PYRAMID FILM Tokyo, JAPAN |
Entrant Company | PYRAMID FILM Tokyo, JAPAN |
Advertising Agency | HAKUHODO Tokyo, JAPAN |
Media Agency | HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN |
PR Agency | THE WINDWARD Tokyo, JAPAN |
Production Company | PYRAMID FILM Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Taro Umemura | HAKUHODO INC. | Executive Creative Director |
Takao Yanagi | HAKUHODO DY MEDIA PARTNERS INC. | Creative Director |
Kanako Ishioroshi | HAKUHODO INC. | Creative Director |
Hiroshi Okamoto | HAKUHODO INC. | Planner |
Yuki Yokoi | HAKUHODO INC. | Planner |
Yuhei Ito | HAKUHODO INC. | Art Director |
Eriko Iida | ADWAGON | Designer |
Yoshitaka Kitagawa | HAKUHODO INC. | PR Director |
Manami Ishii | HAKUHODO PRODUCTS INC. | PR Planner |
Yusuke Gawazawa | WINDWARD INC. | PR Planner |
Ai Suzuki | HAKUHODO INC. | Creative Producer |
Yutaka Wada | AKITA UNIVERSITY | Professor |
Hiroaki Akiyama | WAKAYAMA UNIVERSITY | Professor |
Seiichi Sakamoto | NATIONAL ASTRONOMICAL OBSERVATORY OF JAPAN | Professor |
Masataka Kuroda | SOUKI SYSTEMS CO.,LTD. | Rocket Engineer |
Hiroshi Kawabata | AKITA UNIVERSITY | Rocket Engineer |
Takeshi Kushida | PYRAMID FILM INC. | Director |
Takeshi Kasuga | PYRAMID FILM INC. | Producer |
Masahiro Suzuki | FREELANCE | 1 Videographer |
Kota Tanaka | HAKUHODO I STUDIO INC. | Web Producer |
While candy had been recognized as a generous source of energy for life, its market has been on a downturn due to the growing health trend, and its sales have shrunk to 84.7% its size from 10 years ago. UHA stood up to the crisis as the leading company in the Japanese confectionery industry. In attempt to re-engage consumers and ignite a perception change towards candies, UHA challenged themselves to verify the necessity of candies as a valuable energy source in a scientific, yet unique way. The idea was to launch the world's first hybrid rocket using candy as its fuel.
Our goal was to ignite a perception change towards candies by convincing the audience that candies are truly valuable as an energy source for life.
The news verifying the necessity of candies as a valuable energy source was featured on media across the globe in 30+ countries, gaining media coverage worth $8M. Traffic to UHA's website increased by 225%, candy sales by 129.8%, and tweets referring to UHA candies by 928% respectively, from pre-campaign. CREATIVITY praised the project saying that it proved "candies can do more than just appease a sweet tooth or create cavities," which was exactly the perception we expected to be brought forth through the project.
Experts including university professors, an aerospace scientist, and engineers were gathered from across the nation for the project. The team conducted numerous experiments, repeatedly failing and learning from mistakes over 2.5 years before finally bringing the idea to life, and succeeding to launch the rocket on March 7th. The target, mainly children and the press, were invited to witness the experiment to accelerate the spreading of the news.
UHA is a leading confectionery maker in Japan. It was UHA's mission to stand up to the downtrend of the candy market and conduct a PR promotion to re-engage consumers and change their perception towards candies.
We invited the target audience of all ages who'd drawn away from candies to witness and experience the greatness candies can do in our lives as a valuable energy source.