|Title||THE CAMPAIGN AGAINST HAPPINESS|
|Product / Service||HOME MADE STYLE (COCKTAIL)|
|Category||C01. Online Ad|
|Entrant||HAKUHODO KETTLE Tokyo, JAPAN|
|Idea Creation||HAKUHODO KETTLE Tokyo, JAPAN|
|Media||HAKUHODO INC. Tokyo, JAPAN|
|PR||MATERIAL Tokyo, JAPAN|
|Production||AOI PRO Tokyo, JAPAN|
|Kentaro Kimura||Hakuhodo Kettle Inc.||Executive Creative Director|
|Ken Funaki||Hakuhodo Kettle Inc.||Creative Director|
|Yukari Oka||Suntory Spirits Limited||Creative Director|
|Shuntaro Yamashita||Hakuhodo Kettle Inc.||Art Director|
|Masanobu Hino||Hakuhodo Kettle Inc.||Agency Producer|
|Ippei Ishibashi||AOI Pro.||Producer|
|Itaru Shibamura||AOI Pro.||Producer|
|Takanori Hayashi||AOI Pro.||Producer|
|Chihiro Iseki||AOI Pro.||Planner|
|Kei Ohta||AOI Pro.||Director|
|Mahomi Uno||AOI Pro.||Director|
We realized people’s hidden desire to bring these people back down to earth and break their boasting routines.
We created 18 films in a completely analog way and put them on Facebook and Twitter in which three men unexpectedly appear by literally breaking though these photos and then introducing Home Made Style. By using advanced targeting technology, the most effective photos are shown to the appropriate target attribute (organic, opinion leader, follower…) and in their most effective order.
Within 3 weeks from the teaser launch, it was viewed by the target audience in Japan 8.7 million times. It is 3 times what we expected. (6.7 million on Facebook and 2 million on Twitter). Home Made Style reached our target audience very effectively and the product was launched very successfully in spite of low budget.
Champagne parties in limousines, vacations on the beach, hand-made herbs… Envious photoes and comments of so called “Real Life Happiness” are posted on Facebook every minute. Our research showed that 70% of our target audience are sick of photos of people showing off. We focused on this discontent of SNS.