Title | GLICO REALTIME MOSAIC SELFIE |
Brand | SHANGHAI EZAKI GLICO FOODS CO. |
Product / Service | SWEETS |
Category | A03. Use of Exhibitions and Installations |
Entrant | BEIJING 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 |
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 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.
For making fans of Glico effectively, we focused on the bond of family. While the current fact shows that only 1/8 of people celebrate father’s day compared to mother’s day, we discover the insight that it is hard for people to express the true feelings face to face. To celebrate father’s day utilizing Pocky, we created a “real-time mosaic selfie machine” made of more than a thousand Pocky packaging and motors. This installation can mosaic people’s face, movements and words in real time and makes it possible to express love to father without feeling shy.
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 situateion where Glico makes family smile. Relative to the campaign goal to expand Glico fans effectively, we achieved an result in one week that the followers of WeChat increased to 50572.Also,compared with past mass campaigns ,we gained an effective reach(invested budget about $300,000 and the number of reach of the contents understanding level was about 50 million people。About $0.006 per person)
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.