PERFECT PARODY CM
| Title | PERFECT PARODY CM |
| Brand | SAPPORO BREWERIES |
| Product / Service | MUGI TO HOP PLATINUM CLEAR |
| Category | B08. Use of Broadcast |
| Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Idea Creation | YOMIKO ADVERTISING Tokyo, JAPAN |
| Production | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Credits
| Name | Company | Position |
|---|---|---|
| Masakazu Nifuji | YOMIKO ADVERTISING INC. | Executive Creative Director |
| Tsuyoshi Ueda | YOMIKO ADVERTISING INC. | Sinior Creative Director |
| Tsuyoshi Toyama | YOMIKO ADVERTISING INC. | Creative Director |
| Shinnosuke Togawa | YOMIKO ADVERTISING INC. | ART DIRECTOR/PLANNER |
| Erika Yamamoto | YOMIKO ADVERTISING INC. | Copy writer/PLANNER |
| Yoshimitsu Nakai/Keisuke Suzuki | YOMIKO ADVERTISING INC. | Art Director |
| Naoki Shiraishi/Ruiko Kouzaki | YOMIKO ADVERTISING INC. | Account Director |
| Toshikazu Abe / Masashi Yamaguchi | Tohokushinsha Film Corporation | Producer |
| Takeshi Nakamura | CAVIAR | Director |
| Hajime Tanaka | N/A | Cameraman |
| Mitsuaki Hongyo | pazzle inc. | web producer |
| Yuma Murakami | Masumasu inc. | Technical director |
| Eisuke Nanba/Shuntaro Miyauchi | YAYA | Programmer |
The Campaign
We will select a program that comedy program , the young people , such as information program prefer , was on the air a CM.
Creative Execution
We create a parody CM of “Mugi to Hop Platinum Clear” that perfectly imitates the original CM andairs right after the original to surprise the viewers.
Describe the success of the promotion with both client and consumer including some quantifiable results
Number of tweets 1,200%UP ?Compared to the solely-aired original Media impressions About $2Million People instantly started talking about the parody on SNS after every airing of the 2 CMs together.Many viewers who watched the TVCMs actually visited the brand site and it increased the number of page views.The CM successfully gained all the attention more than targeted. The product recorded good sales, and sealed another year of continuous production after only a month from its launch.
Explain why the method of promotion was most relevant to the product or service
Japanese beer company Sapporo Beer launched new brand “mugi to Hop Platinum Clear” targeting young audience. But this time, the brand decided to create maximum buzz and catch the eye of the most viewers possible, with traditional media, TVCMs.
We will select a program that comedy program , the young people , such as information program prefer , was on the air a CM.