Why is this work relevant for Brand Experience & Activation ?

Because it allows people to directly convey product information to others through the idea of transforming the product itself into a communication tool.

Background

Gummi candies are high in demand among office workers snacking at work. As such, we wanted to expand recognition of Pureral Gummy.

Describe the creative idea (20% of vote)

A "shareable emoji sticker" for conveying your feelings through emojis. By matching the emoji with the hole for displaying the product, we developed a unique message card that can convey your feelings in a charming way.

Describe the strategy (20% of vote)

Looking at the custom of "sweets communication" (giving sweets to colleagues) among Japanese office workers, which aims to build smooth interpersonal relations at the company, we have made it possible to update "sweets communication" to become more communicative.

Describe the execution (30% of vote)

We launched a campaign where we gave away a message card for every product box. We introduced Pureral Gummy to offices by encouraging more communicative sweets communications through the use of message cards at the office.

List the results (30% of vote)

More than 40,000 people entered the campaign. 59.2% of people who came in contact with the campaign purchased the product with the intention to eat it together with family, friends, acquaintances, and colleagues.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Japanese office workers has a communication method called "sweets communication," where colleagues give sweets to each other to build smooth interpersonal relations at the company.