WHERE'S DARS?

TitleWHERE'S DARS?
BrandDARS CHOCOLATE
Product / ServiceDARS CHOCOLATE
CategoryC07. Customer Acquisition & Retention
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
Production HAKUHODO PRODUCT'S INC. Tokyo, JAPAN

Credits

Name Company Position
Tomohiko Kawanishi HAKUHODO Inc. Creative Director
Atsushi Nakajima HAKUHODO Inc. Art Director
Mari Hitomi HAKUHODO Inc. Account Executive
Seita Tsurimoto HAKUHODO Inc. Account Executive
Shinji Asano HAKUHODO Product's Inc. Film Producer

Why is this work relevant for Brand Experience & Activation?

We presented "DARS FINDING SKILL TRAINING" contents. More than 500000 people visited our website for training. Eventually, People looked for DARS in stores, too. The declining sales recovered to 120%.

Background

DARS is a long-selling chocolate brand.But, as the store has been flooded with competing brands, DARS' sales has declined. We had to recover sales.

Describe the creative idea (20% of vote)

Instead of trying to outshine competing brands in stores. we chose to make people find DARS. We presented "DARS FINDING SKILL TRAINING" contents.

Describe the strategy (20% of vote)

TARGET:All STRATEGY:Instead of trying to outshine competing brands in stores. we chose to make people find DARS. We presented "DARS FINDING SKILL TRAINING" contents. Stating from posting in social media which lead to articles to earn more exposure.

Describe the execution (30% of vote)

We launched "DARS Finding Skill Training Campaign". Just like in the famous puzzle book "Where's Wally/Waldo?", we produced posters, movies, and a website in which DARS packages are hidden somewhere, setting 12 difficulty levels. People played to find packages. They did the same in stores and sales increased as a result.This campaign was launched in October 2020.

List the results (30% of vote)

This campaign was featured in 30 articles. 6000 tweets mentioning their "DARS Finding Skill" level. More than 500000 people visited our website for training. The declining sales recovered to 120%.

Links

Website URL