GLICO REALTIME MOSAIC SELFIE

TitleGLICO REALTIME MOSAIC SELFIE
BrandSHANGHAI EZAKI GLICO FOODS CO.
Product / ServiceSWEETS
CategoryA03. Use of Exhibitions and Installations
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

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

Brief Explanation

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.

The Brief

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.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)

Explain why the method of promotion was most relevant to the product or service

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.