Title | ROCKET NOSE |
Brand | MONDELEZ JAPAN |
Product / Service | HALLS EX HYPER MINT |
Category | G03. Single Market Campaign |
Entrant | McCANN TOKYO, JAPAN |
Idea Creation | McCANN TOKYO, JAPAN |
Production | TYO DRIVE Tokyo, JAPAN |
Production 2 | AC BU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Naoto Nishio | McCANN TOKYO | Creative Director |
Shinpei Ueda | McCANN TOKYO | Associate Creative Director |
Hono Nakano | McCann Tokyo | Copywriter |
Natsumi Iwasaki | McCANN TOKYO | Art Director |
Ayami Rakumura | McCANN TOKYO | Art Director |
Yukari Osawa | McCANN TOKYO | Business Director |
Yusaku Minami | McCann Tokyo | Account Director |
Tatsuhiro Ishikawa | TYO drive. | Producer |
Takuya Kondo | TYO inc. TYO drive | Producer |
Toru Adachi | AC-bu | Director/Animator(s) |
Shunsuke Itakura | AC-bu | Director/Animator(s) |
Hiroto Ise | INS Studio | Animation Producer |
Masaaki Yoshizaki | PPC | Sound Mixer |
The nature of the product and people’s viewing windows challenged us to create very unique micro media.
This campaign lived on Japan’s train platforms, for anyone who knows Japan’s trains are very frequent and people move through their daily commutes very fast. As a result we created 4 second media bytes that played between train transfers and fast loading and unloading of passengers.
We based everything on the fast efficacy of the HALLS product that gives you a refreshing and decongesting blast in 4 seconds. It drove the stories, the media, and the placement.
HALLS provides fast, 4 second, relief and refreshes while on the go.
In order to reach the target audience with efficiency, we focused our use of media to the kiosks in Tokyo’s train stations, where the customers are predominantly male business people. We displayed the film on 220 monitors in 113 train stations, as well as on a large-scale OOH vision in Tokyo’s Shimbashi district.
We selected the train stations with the heaviest people traffic, and placed 220 visions in 113 stations for 1 week. Exposed to 14 million people everyday, reaching 100million people in 1 week. We focused the creative and media to a specific target, and was able to achieve a remarkable result.
Since our target was the stressed-out Japanese working male, we showed the film on outdoor visions at kiosks in Tokyo’s 113 train stations, which was a perfect choice of media to communicate to our target. The length of each film was thought out specifically to suit the attention span of the busy passerby.