Why is this work relevant for PR?

Exciting example of co-creation and user generated content that changed the perspective towards kiwifruit. The release of our unfinished music video and "Underground Idol Approach" ignited our fan's enthusiasm. We earned more than 65,000 entries from all kinds of participants including celebrities and rival idols.

Background

In Japan, over 50% of the young generation do not consume fresh fruit at all. They are more interested in foods that are instagram-worthy. The humble-looking kiwifruit needed to find a way to tap into youth interest and gain popularity.

Describe the creative idea (20% of vote)

We decided to turn our kiwifruits into "Underground idols": Idols who are typically average-looking but thrive from their few, but passionate and supportive fans. Since we knew that the incompleteness is what ignites the fan's enthusiasm to support us, we released an unfinished music video with missing components and work in progress scenes.

Describe the strategy (30% of vote)

Target audience: Young people and their parents. Target media: Music programs on national broadcasts. PR planning: Turn kiwifruits into "underground idols" to gain an enthusiastic fanbase and have them do the PR for us instead. Approach: The chaotic music video went viral because it was unfinished.

Describe the execution (20% of vote)

People showed support through all major social platforms and our fan-base grew immediately. Even celebrities and other rival idols participated. Not just completing our music video, but we achieved stardom by being invited on a popular music TV show and marking our highest record ever in kiwifruit sales.

List the results (30% of vote) – must include at least two of the following tiers:

Tier 1: Earned Media Coverage: Over 1 million yen Tier 2: Participants: 65,000+ entries, Music Video: 12,000,000+ organic views Tier 3: Sales: 121% (Best sales ever for Zespri Kiwifruit in Japan), Brand Searches: 250%