NUTRITION FOR HACKERS !

Short List
TitleNUTRITION FOR HACKERS !
BrandCALORIEMATE
Product / ServiceDRINKS
CategoryD03. Use of Social & Digital Platforms
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
Production HAKUHODO I-STUDIO Tokyo, JAPAN

Credits

Name Company Position
Noriyoshi Nakano HAKUHODO Inc. PR Director
Kei Kawabe HAKUHODO Inc. Art Director
Kosuke Sera HAKUHODO Inc. Copywriter
Kento Niikura HAKUHODO Inc. Copywriter
Haruo Fujiwara HAKUHODO Inc. Copywriter
Hikari Watanabe HAKUHODO Inc. Copywriter
Yusuke Kumagae HAKUHODO Inc. Copywriter
Ryo Fujii HAKUHODO Inc. Copywriter
Taku Iwahashi HAKUHODO I-STUDIO Inc. Technical Director
Yoichi Saito HAKUHODO I-STUDIO Inc. Engineer
Kohei Futakuchi HAKUHODO I-STUDIO Inc. Interface Designer
Takayasu Sagawa HAKUHODO I-STUDIO Inc. Motion Designer
Haruka Ooe HAKUHODO I-STUDIO Inc. Director
Fusanori Kuraku HAKUHODO I-STUDIO Inc. Producer

Why is this work relevant for Brand Experience & Activation?

As CalorieMateLIQUID provides balanced nutrition with ease, we considered it to be a valuable product worth brand communication for the health and work performance of those who get absorbed in programming at their desks. Programmers have a high level of concentration and are naturally immersed in programming while they are wired to their desks for hours. Our strategy was to leverage programmers' traits by creating programmer-friendly content that allows them to explore nutrition knowledge and encourages them to share their experiences on social and digital media with high engagement.

Background

The evolution of technology enriches our lives. Programmers are one of such professions who make this happen. There is, however, a concern… That is, they get so absorbed in programming that they even forget to eat and, therefore, may lose nutritional balance. So… Otsuka Pharmaceutical came up with an idea. Well-balanced nutrition is vital for healthy workers, and even more so to concentrate on brain-intensive tasks such as… programming! For programmers who require logical-thinking, therefore, we would like to convey the appeal of CalorieMateLIQUID, which provides a balanced nutritional supplement that they can easily consume while working at a desk.

Describe the creative idea (20% of vote)

Nutrition for hackers! By introducing a website with a programmer-friendly command-line interface (CLI), where users can explore by typing commands, the campaign has successfully hacked programmers' tech-savvy nature to communicate the importance of nutrition.

Describe the strategy (20% of vote)

We targeted programmers who love coding so much and get absorbed in it once they start writing code. Yukihiro Matsumoto, a world-famous Japanese programmer, also says: "Because programming is a process that is easy to get yourself immersed in, time flies fast. It's a profession that many people get so absorbed in their work that they even forget to eat. As CalorieMateLIQUID provides balanced nutrition with ease, we considered it to be a valuable product worth brand communication for the health and work performance of those who get absorbed in programming at their desks. Programmers have a high level of concentration and are naturally immersed in programming while they are wired to their desks for hours. Our strategy was to leverage programmers' traits by creating programmer-friendly content that allows them to explore nutrition knowledge and encourages them to share their experiences on social and digital media with high engagement.

Describe the execution (30% of vote)

On the 2nd of August 2020, the campaign started from a post on Otsuka Pharmaceutical's official Twitter account - A post with a block of code written in a programming language. The post directed viewers to a website where nutrition knowledge is available by entering various commands that are familiar only to programmers. By making the interface completely programming-like and deliberately not disclosing the commands necessary to obtain information, we accelerated the programmers' excitement. Programmers on the internet competed to find the hidden commands, and when they found them, they posted them on social media. We succeeded in strategically creating a viral momentum that would spread to other programmers. Besides, programmers were not even allowed to apply for a giveaway campaign without entering the hidden commands. Such tricks made it even more exciting, and the programmers went into a frenzy on social media.

List the results (30% of vote)

As a result, the campaign gained over 130PR exposures with an advertising conversion value of more than 65 million yen. The website is visited over 125,000 times. Twitter follower campaign received 12,000 entries. People who interacted with the command-line interface immersed themselves in the experience on the website. By being exposed to the importance of nutrition, the product's value quickly spread via social media. The campaign was a great success, hacking the very habits of programmers who get absorbed in programming.

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