The Campaign

Instead of offering a clue that indicates what will appear after folding, we only showed mysteriously designed black square and a seductive copy on the ad: "Ultra Challenging Origami" so that we could maximize the readers' curiosity.

Creative Execution

This campaign was launched on Saturday morning of May, the season in which cockroaches multiply.

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

Since the day of launch, visitors to the KINCHO website per day doubled, compared to the previous period. People posted the photos of their own cockroach on the SNS, and there were numerous positive reactions such as “After an hour of effort…a cockroach! Damn KINCHO! lol!”

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

Insecticide brand is a difficult category to make people feel their brand values, including KINCHO. In such difficult category, this idea challenged and achived to make consumers participate in an advertisement.

The launch of the ad was on Saturday morning, when readers have enough time to spend. By using an "origami" which is a Japanese traditional culture that is popular among all generations, we were able to reach everyone (which was the required target), and make it an enjoyable toy to the whole family members.