| Title | POCKY ORCHESTRA ROAD |
| Brand | EZAKI GLICO COMPANY, LIMITED |
| Product / Service | POCKY |
| Category | B04. Use of Outdoor |
| Entrant | BEIJING DENTSU ADVERTISING CO., LTD, CHINA |
| Idea Creation | BEIJING DENTSU ADVERTISING CO., LTD, CHINA |
| Media Placement | BEIJING DENTSU ADVERTISING CO., LTD, CHINA |
| PR | BEIJING DENTSU ADVERTISING CO., LTD, CHINA |
| Production | VECTOR INC. SHANGHAI, CHINA |
| Production 2 | DNA CHINA Shanghai, CHINA |
| Production 3 | WONDERLABS STUDIO Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Kazuki Tsuburaku | BEIJING DENTSU ADVERTISING CO.,LTD. | ECD |
| Manabu Hoshino | BEIJING DENTSU ADVERTISING CO.,LTD. | SCD |
| Kentaro Mito | BEIJING DENTSU ADVERTISING CO.,LTD. | Creative Director |
| Si Tan | BEIJING DENTSU ADVERTISING CO.,LTD. | CD |
| Andrew Shee | BEIJING DENTSU ADVERTISING CO.,LTD. | ACD |
| Xiaochun Chen | BEIJING DENTSU ADVERTISING CO.,LTD. | ACD |
| Sweemei Loo | BEIJING DENTSU ADVERTISING CO.,LTD. | ACD |
| Wang Yanlong | BEIJING DENTSU ADVERTISING CO.,LTD. | Designer |
| Akiko Masuda | BEIJING DENTSU ADVERTISING CO.,LTD. | Account Director |
| Qianqian Huang | BEIJING DENTSU ADVERTISING CO.,LTD. | Account Manager |
| Aki Zhao | BEIJING DENTSU ADVERTISING CO.,LTD. | Account Manager |
| Lei Zhang | BEIJING DENTSU ADVERTISING CO.,LTD. | Media Planning Director |
We know when they eat Pocky together, they will be happy together. So we created the Pocky Orchestra Road - a new way for them to walk together, and be happy together.
We programmed 5 different music instruments (bass, drum, guitar, piano, chorus) for each lane. The lanes will then play an orchestra of happy sounds when people walked on them together. We turned one of the most crowded subway station - where millions of youngsters walk through - into a ‘Share Happiness’ road.
• 38,000 new Pocky WeChat followers • Over 2.8 million online conversations • The campaign film garnered over 5 million views • Sales grew by 36% after this campaign was launched
We wanted to find a new way to bring Pocky's brand message of 'Share Happiness' alive in an interactive way. So instead of using a mobile approach, we created an interactive lane for people to play music while they walked.
Our target audience were youths who were constantly on-the-go. So we targeted them at a high traffic area - the metro station - and created an interactive installation for them.