The Campaign

We created a radio commercial and an online video using the exact same audio. We engineered the communication so to effectively create the surprise factor of the coffee brewing sound made with the sounds of a human mouth. The radio ad drew interest with the realistic sound effects, and the viral video showed the entirety of the voice actor's recording of this amazing feat.

Creative Execution

The radio ad was broadcasted in the Tokyo and Osaka metropolitan area for one week. The online video that followed, was shared over social media, bringing in earned media with articles being written on the campaign. After the original airing of the radio commercial, the ad continued to stay relevant online with the viral video. We created a media plan where the touchpoints transition from radio to online video.

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

The ad recogniton scored 416% of radio commercials of similar scale, and the "likeliness to try product" was twice of that of television commercials among core coffee drinkers. Sales rose 117% that of the previous year across the entire brand.

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

This viral video was made to sound identcal to a radio commercial with the intention to be shared and talked about online.

• Target audience:Core coffee drinker • Media planning:Placement in major touch points of the target such as the radio channels played while driving, and videos and news sites viewed during break. • Approach:Created an integrated media plan for radio, smartphone video, and online news sites; three platforms thought to be difficult to create an integrated campaign.