MASK OF SOCIABILITY
| Title | MASK OF SOCIABILITY |
| Brand | DIAGEO KIRIN |
| Product / Service | SMIRNOFF ICE |
| Category | B04. Use of Ambient Media: Small Scale |
| Entrant | BEACON/LEO BURNETT Tokyo, JAPAN |
| Idea Creation | BEACON/LEO BURNETT Tokyo, JAPAN |
| Media | BEACON/LEO BURNETT Tokyo, JAPAN |
| Production | ONION Tokyo, JAPAN |
Credits
| Name | Company | Position |
|---|---|---|
| Jon King | Beacon/Leo Burnett Tokhyo | Executive Creative Director |
| Toshiji Kimura | Beacon/Leo Burnett Tokhyo | Chief Producer |
| Tomonori Oki | Beacon/Leo Burnett Tokhyo | Technical Director/Producer |
| Naoki Nishimura | Beacon/Leo Burnett Tokhyo | Creative Director |
| Daichi Tanaka | Beacon/Leo Burnett Tokhyo | Copywriter |
| Jun Oizumi | Beacon/Leo Burnett Tokhyo | Art Director |
| Ryuji Tokura | Beacon/Leo Burnett Tokhyo | Art Director |
| Takuro Nakajima | Beacon/Leo Burnett Tokhyo | Experience Designer |
| Hiroyuki Takahara | Beacon/Leo Burnett Tokhyo | Digital Account Executive |
| Yasunari Aoyama | Beacon/Leo Burnett Tokhyo | Account Director |
| Yoshikazu Shimano | Beacon/Leo Burnett Tokhyo | Account Supervisor |
| Hazuki Sasaki | Beacon/Leo Burnett Tokhyo | Account Executive |
| Gavin Cranston | Beacon/Leo Burnett Tokhyo | Group Business Director |
| Hitomi Baba | Beacon/Leo Burnett Tokhyo | Planning Director |
| Azusa Hatanaka | Beacon/Leo Burnett Tokhyo | Strategic Planner |
| Takumi Kubota | Beacon/Leo Burnett Tokhyo | Production Director |
| Yasutaka Ogura | Beacon/Leo Burnett Tokhyo | Digital Producer |
| Naoko Komura | Beacon/Leo Burnett Tokhyo | Digital Producer |
| Kennosuke Kawai | Beacon/Leo Burnett Tokhyo | Marketing Analyst |
| Takashi Koyama | Onion | Director |
| Jin Ito | Onion | Cinematographer |
| Takao Kuramoto | Onion | Film Producer |
| Yuki Honda | Onion | Production Manager |
| Takuro Sekiguchi | Onion | Production Manager |
The Campaign
SMIRNOFF MASK OF SOCIABILITY. We turned the common mask to protect and hide behind – into a social lubricant. Creating 12 different original masks for Halloween, each free on a specially designed bottle of Smirnoff ICE. Halloween in Japan is more than a party. It’s a time where the normal politics of sociability are suspended. Smirnoff wanted to be a part of the fun – and fuse these cultural peculiarities together.
Creative Execution
We made 12 different masks so that people could collect the different types, thereby fueling repeat purchase. By making the on-pack incentive a mask, it enabled us to organically generate selfies as our fans started to wear them and take pictures of themselves. We spread the idea through influencers and PR media to launch the special edition bottles and masks. With the help of a Smirnoff get ready for Halloween Youtube video that highlighted the mask, we were able to further increase awareness and excitement leading to the big day.
Describe the success of the promotion with both client and consumer including some quantifiable results
- Achieving a 21% increase on sales for the same period the previous year. - 1.4 Million bottles were sold out before Halloween.
Explain why the method of promotion was most relevant to the product or service
The campaign was designed as a promotional campaign executed around Halloween season and the brand’s target Millennial of both who like or do not like Halloween costume parties.
Our target audience are Japanese Millennials, 22-28, digital natives that constantly look for shareable content and entertainment. Convenience stores are the main retail they use. In order to make the brand and target audience connected and relevant, we took the Halloween as an opportunity to approach them by making the on-pack incentive a mask sold at every convenience store in Japan.