|Title||GREEN TOKYO TOWER PROJECT|
|Brand||EZAKI GLICO CO.|
|Product / Service||BISCO|
|Category||A01. Fast Moving Consumer Goods|
|Entrant||DAIKO ADVERTISING Osaka, JAPAN|
|Idea Creation||DAIKO ADVERTISING Osaka, JAPAN|
|TAKAYUKI KOHNO||DAIKO ADVERTISING INC.||CHIEF PRODUCER|
|TOMOYA KUZUHARA||TOW CO.,LTD||DIRECTOR|
|ATSUSHI TANAKA||TOW CO.,LTD||DIRECTOR|
|YUKI FUJITA||TOW CO.,LTD||ASSISTANT DIRECTOR|
|DAI WAKABAYASHI||TOW CO.,LTD||PLANNER|
|YOICHI KIMURA||ORANGE AND PARTNERS Co., Ltd.||PRODUCER|
|JUNICHIRO HAYASHI||ORANGE AND PARTNERS Co., Ltd.||CREATIVE DIRECTOR|
|AZUSA NITTA||ORANGE AND PARTNERS Co., Ltd.||PLANNER|
|FUMINORI NARISAWA||DAIKO ADVERTISING INC.||SENIOR CREATIVE DIRECTOR|
|SHINJI KITA||DAIKO ADVERTISING INC.||SENIOR CREATIVE DIRECTOR|
A campaign promoted highlighting messages from parents and children, saying thank you to the yearly gift giver: Santa Claus. The messages of gratitude to Santa Claus are sent out from smartphones towards Tokyo Tower. Tokyo Tower was lit up green, the Christmas tree color, for the first time ever on Christmas Eve, and a balloon filled with messages from across Japan was sent up to the sky that Santa Clause will come from. This was broadcast live to parents and children across Japan via the internet.
Children sent the thank-you message with their mothers via the campaign website. One Christmas night, one of Japan's symbols, the Tokyo Tower, was illuminated in green as a Christmas tree for the first time! Balloons filled with thank-you messages from around the country were released into the sky. The next day children received a reply from Santa saying, “I received your thank-you note.”
People who sent Santa a message: 2,824 The news that Tokyo Tower had been transformed into a Christmas tree was featured extensively by the media. The action of thanking Santa Claus, which was part of the promotion, served to strengthen the bond between mother and child. It also raised the image of the Bisco brand.
Through producing products to give to children, the brand enables fostering feelings of appreciation, which are manifested by verbal communication such as ‘here you are’ and ‘thank you.’ The bond between parents and children is strengthened and the objective, which is fully using smartphones and Tokyo Tower together at Christmas time, enables lively parent-child communication.
The target is parents and children. We have designed mechanisms that enable mothers who are busy with work and find communicating with their children difficult to use smartphones to experience with their children.