ASAHI BREWERIES(ASAHI BEER) OFFICIAL TWITTER ACCOUNT THE OSHAKU PROJECT

TitleASAHI BREWERIES(ASAHI BEER) OFFICIAL TWITTER ACCOUNT THE OSHAKU PROJECT
BrandASAHI BREWERIES,LTD.
Product / ServiceASAHI SUPER DRY
CategoryA01. Fast Moving Consumer Goods
EntrantGMO NIKKO INC. Tokyo, JAPAN
Idea Creation GMO NIKKO INC. Tokyo, JAPAN

Credits

Name Company Position
AKIRA TAKAHASHI GMO NIKKO Inc. Creative Director
YASURO SHIMOJO GMO NIKKO Inc. Planner
TOMONORI SAKAI GMO NIKKO Inc. Account Director
YUUICHIROU INABA GMO NIKKO Inc. Social Media Coordinator
HIDEAKI KAKIMI GMO NIKKO Inc. Junior Account Director
TAKESHI TAMATE ASAHI BREWERIES,LTD. Client Supervisor

The Campaign

On November 29, the day that the Japanese would eat grilled meat most, we aimed to maximize the impression by serving with shake to the Ebara food.

Creative Execution

Significant increase in spontaneous interaction between companies and users want to show and tell, On dare without advertising and promotion in which you retweet will dramatically increase the WEB media coverage, such as the scale shown below. 1?Number of RetweetsRetweeted 142,451 times. 2?Media coverageMentioned/featured in 47 articles by various media sources.With the post of 29 th November going viral, various medias covered the projectin their news articles (47 articles in total)

1.Sales37% INCREASE in sales of beers and low-malt beer, new genre.The sales of ASAHI BREWERIES’s beer and low-malt beer,new genre among ASAHI BREWERIES’s official Twitter account followers increased by 37% (comparison with non-followers) 2.Number of Impression (imp):21,000,000 Impressions per post.

Because it is promotion using the contribution of the ASAHI BREWERIES (ASAHI BEER) formula Twitter account, and the approach except it cannot match.

Insights, Strategy and the Idea

Utilizing the characteristic of the Twitter, led by another account to post to the alternating retweet posts to show, re-enactment the Japanese special culture"oshaku" on Twitter.

Links

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