| Title | ASMR-LIKE PINO |
| Brand | MORINAGA MILK INDUSTRY CO., LTD. |
| Product / Service | PINO |
| Category | B01. Mobile Websites |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Production | NION Tokyo, JAPAN |
| Production 2 | EIGHTYEIGHT Tokyo, JAPAN |
| Production 3 | J.C. SPARK Tokyo, JAPAN |
| Post Production | KHAKI Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Noriaki Onoe | DENTSU INC. | Creative Director |
| Michiko Kato | DENTSU INC. | Communication Plannner |
| Iori Anegawa | DENTSU INC. | Copywriter |
| Yoshiyuki Imoto | DENTSU INC. | Art Director |
| Ryuta Yoshida | DENTSU INC. | Communication Plannner |
| Takafumi Konishi | DENTSU INC. | Account Executive |
| Mutsumi Kondo | DENTSU INC. | Account Executive |
| Ichizo Okubo | DENTSU INC. | Account Executive |
| Daisuke Takahashi | D2C Inc. | Producer |
| Yusuke Matsuo | Dentsu Public Relations inc. | PR Plannner |
| Sakura Torii | Dentsu Public Relations inc. | PR Plannner |
| Ryo Fujii | J.C.Spark inc. | Designer |
| Anri Kabaya | J.C.Spark inc. | Designer |
| Teppei Ohno | NION INC. | Producer |
| Yusuke Tamura | NION INC. | Production Manager |
| Nao Watanabe | Freelance | Director |
| Shinya Kiyokawa | EIGHTYEIGHT. Inc | Sound Designer |
| Hirokazu Yokohara | khaki Co., Ltd. | CG Director |
| Takahiro Ota | khaki Co., Ltd. | CG Supervisor |
| Makoto Yura | khaki Co., Ltd. | CG Producer |
| Kenta Ogiya | khaki Co., Ltd. | FX Artist |
| Kazuhiro Imamiya | khaki Co., Ltd. | FX Artist |
| Ryota Yamamoto | khaki Co., Ltd. | FX Artist |
| Yuri Nigo | khaki Co., Ltd. | CG Artist |
| Kaori Ninokura | khaki Co., Ltd. | Production Manager |
| Kota Yamaji | Freelance | CG Designer |
| Takuya Omura | STUD Co., Ltd. | Editor |
| Takehiko Kano | HERRINGBONE. | Narrator |
There are abundant types of ice creams out there, but its eating experience has not evolved. Pino, a long-selling ice cream brand, produced "ASMR-like pino"- a new ice cream experience to enhance the brand-freshness. We developed this product with the concept of ASMR, as well as its name, packaging, and product design. Moreover, we launched a special movie called "Additional ASMR" to boost its effect. It will enhance the ASMR experience when you eat it in time with the video, which will give you a richer ice cream experience. This new ice cream experience gained momentum and achieved no 1 in the entire frozen food category's weekly sales. Most importantly, it opened a new crack in the evolution-less ice cream industry, leading to a 1.1 times increase in yearly sales.
We developed this product with the concept of ASMR, as well as its name, packaging, and product design. Moreover, we launched a special movie called "Additional ASMR" to boost its effect. It will enhance the ASMR experience when you eat it in time with the video, which will give you a richer ice cream experience.
This brand's main target is females in their 20s to 30s, especially a light-user: those who know the brand but have a low purchase rate. According to research, we found out that the girls' impact at storefronts is most important for the girls to lay their eyes on our product. We then incorporated the "ASMR" experience value into the naming and product design to guide our ASMR first-timers. Additionally, we promoted this through various news mediums to spread the target's interest.
Our campaign was mainly released by PR. Because there was value to our product info, we earned various media organically. We then promoted at storefronts using ASMR as a hook. Furthermore, we were able to lead the consumers to our WEB contents by guiding them into the world of ASMR as soon as they opened the package.
・No.1 in weekly sales in all of frozen foods category.(not only with ice cream) ・11,250,000 organic reaches. ・1.1 times more search results compared to last year. ・ Reach rate(up until the final page) of over50%