ROCKET NOSE

TitleROCKET NOSE
BrandMONDELEZ JAPAN
Product / ServiceHALLS EX HYPER MINT
CategoryG03. Single Market Campaign
EntrantMcCANN TOKYO, JAPAN
Idea Creation McCANN TOKYO, JAPAN
Production TYO DRIVE Tokyo, JAPAN
Production 2 AC BU Tokyo, JAPAN

Credits

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

Why is this work relevant for Media?

The nature of the product and people’s viewing windows challenged us to create very unique micro media.

Background

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.

Describe the creative idea/insights (30% of vote)

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.

Describe the strategy (20% of vote)

HALLS provides fast, 4 second, relief and refreshes while on the go.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

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.

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

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.

Links

Video URL