The Campaign

We gave Bacardi fans a chance to become a“Bacardi Bat” and with a potential“WANTED” reward of ten thousand dollars. On Halloween day, we dressed Bacardi fans who had expressed interest in becoming incredible Bacardi “Bat”brand ambassadors with special make-up, costumes and prosthetics and launched “Wanted-Bats” ads on billboards, flyers, and station ads in Tokyo.

Creative Execution

We gave Bacardi fans a chance to become a“Bacardi Bat” and with a potential“WANTED” reward of ten thousand dollars. On Halloween day, we dressed Bacardi fans who had expressed interest in becoming incredible Bacardi “Bat”brand ambassadors with special make-up, costumes and prosthetics and launched “Wanted-Bats” ads on billboards, flyers, and station ads in Tokyo.

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

Media impression : 85 million. The number of participants of event : too many so it is uncountable.

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

We gave Bacardi fans a chance to become a“Bacardi Bat” and with a potential“WANTED” reward of ten thousand dollars. On Halloween day, we dressed Bacardi fans who had expressed interest in becoming incredible Bacardi “Bat”brand ambassadors with special make-up, costumes and prosthetics and launched “Wanted-Bats” ads on billboards, flyers, and station ads in Tokyo.

Right now, Halloween is one of the most anticipated events in Japan. Tens of thousands of people get dressed up and gather downtown in Tokyo. Everyone wants to be the center of attention, but, it is very tough for them to stand out in the huge crowd. We focused on the insight, “craving to be the center of attention”